Baby formula packaging in hospitals should be plain, regulator recommends

The CMA, which has been investigating the baby formula market, said the changes could help parents make better-informed choices and help parents save up to £540 a year.

Why the change?

At the moment, baby formula manufacturers often provide hospitals with formula at reduced costs or even for free. This practice, the CMA argues, creates a dependency on certain brands as parents tend to stick with the one they were introduced to in the early days.

“The CMA found that parents face ‘poor outcomes’ because of how the baby formula market operates,” a spokesperson said. “Standardised packaging would eliminate the influence of branding when parents leave hospitals, allowing them to make choices based on information rather than marketing.”

The CMA also noted that parents often feel guilty about opting for cheaper formula brands, mistakenly assuming that they offer less nutritional value. In reality, all infant formula on the market meets the same nutritional standards. By choosing less expensive brands, households could save up to £540 a year, the regulator estimates.

Helping parents save and compare

To further support parents, the CMA has recommended several changes, including:

• Making pricing clearer in supermarkets: Retailers should make it easier for parents to compare prices and understand their options.
• Allowing loyalty points and vouchers: Unlike other baby products, infant formula is currently excluded from loyalty schemes and vouchers. The CMA suggests lifting this restriction to help families save.
• Better labelling: Baby milk packaging should include clear information about the nutritional equivalence of all formulas.

The CMA also suggested that supermarkets and other retailers should educate parents about the fact that all formula products provide the nutrients babies need.

Protecting breastfeeding

While these recommendations aim to improve fairness and affordability, the CMA has stressed the importance of keeping existing restrictions on price promotions and advertising for infant formula. These rules are in place to ensure breastfeeding is not undermined, as it is recognised as the healthiest option for babies where possible.

The CMA also proposed extending the advertising ban to include follow-on formula aimed at babies over six months old, saying such promotions could discourage breastfeeding.

What it means for parents

If adopted, these changes could make a significant difference for families juggling the high costs of raising a child. By reducing the influence of branding and ensuring parents are equipped with accurate information, the CMA hopes to empower parents to make choices that suit their needs and budgets without unnecessary guilt or pressure.

In an interview with the BBC, CMA chief executive Sarah Cardell said, “We want to ensure parents get the best outcomes for their babies and their finances. Allowing the use of loyalty points and vouchers would be a step forward in helping families make their money go further.”

The bigger picture

These recommendations are part of a broader push to address concerns in the baby formula market, which has long been criticised for prioritising profits over the wellbeing of parents and children.

For now, the CMA’s proposals are just that—recommendations. It remains to be seen how the government, hospitals, and retailers will respond, but the changes could provide much-needed support to parents feeling the pinch of rising costs.

Parents, meanwhile, are encouraged to remember that all baby formula in the UK meets the required nutritional standards, so it’s worth exploring all options to find what works best for their family.

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