Asda, Sainsbury's and Tesco follow Iceland in cutting cost of baby formula

16 January 2024 , 08:19

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Asda has cut the price of baby formula in its stores (stock image) (Image: Getty Images)

Major supermarkets Asda, Tesco and Sainsbury's have followed Iceland and cut the price of baby formula in a bid to help families with food costs across all stores.

The price reduction comes in response to falling cost prices in production for manufacturer Danone who passed on the 7% reduction to retailers.

Last week Iceland said it would be cutting the cost of Aptamil from today (January 16) and Tesco said it would be cutting the price of five Aptamil products by between 80p and £1. A Sainsbury's spokesperson said the supermarket had passed on the price reduction to their customers from last week.

The spokesperson said: “We are committed to lowering prices on the products our customers buy most often. As of last Thursday, we have reduced the price of some of our branded baby formula by 7% to pass cost savings directly onto customers. We know January is an important time for customers to get the best value so we have lowered our prices ahead of the supplier decrease.”

At Asda, the price cuts will be seen across the "Apitmil Core" range which includes Aptamil 1 First Baby Milk Formula, Aptamil 2 Follow On Baby Milk Formula, and Aptamil Toddler Milk 3 one plus year and two other products. One product from Aptimil's "advanced range" will also be cut.

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Alongside this, customers at Asda will also be able to use their Asda Rewards vouchers to pay for any baby formula product they purchase for the first time. Asda says the moves form part of the supermarket's ongoing efforts to support customers struggling with the cost of living crisis. The chain will continue to work with the manufacturing partners to pass on any further falls.

Data from First Steps Nutrition published in May last revealed that the price of the cheapest formula brand had increased by 45% in the last two years. In the UK, new mothers are encouraged by NHS healthcare professionals to breastfeed their newborn babies - guidance recommends that babies are exclusively breastfed for the first year of their lives.

To prevent baby formula from being seen as superior to breast milk, it’s illegal in the UK to advertise it or for retailers to apply discounts or promotions to it. There are also restrictions on being able to use loyalty points or vouchers to pay for it in shops.

Kris Comerford, Asda's chief commercial officer, said: “For many of Asda’s customers, and families nationwide, we understand that buying baby formula is a vital necessity in their weekly shop, which is why we’re taking swift action to pass on falling manufacturing costs to customers before any other retailer. At the same time, we’ve decided to remove exclusions on using Asda Rewards vouchers to pay for baby formula as we want to do everything we can to help families manage their budget and keep their family fed.”

Asda baby formula price cuts

• Aptamil 1 First Baby Milk Formula Powder from Birth: - £13.50 (old price: £14.50)
• Aptamil 2 Follow On Baby Milk Formula Powder 6-12 Months: - £13.50 (old price: £14)
• Aptamil Toddler Milk 3 1+ Year: - £13.50 (old price: £14.50)
• Aptamil 4 Baby Toddler Milk Formula Powder 2+ Years: - £13.50 (old price: £14.50)
• Aptamil Hungry First Baby Milk Formula Powder from Birth: - £13.50 (old price: £14.50)
• Aptamil Advanced 1 First Formula Baby Milk Powder from Birth: - £18 (old price: £19)

Ruby Flanagan