Iceland rolls out price cut for parents and urges others to help 'end rip-off'

27 February 2024 , 09:32

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Iceland has launched a new lower priced infant formula (Image: Bloomberg via Getty Images)

Iceland has today launched the cheapest SMA baby formula powder available at supermarkets - and urged other retailers to follow suit.

SMA Little Steps First Infant and Follow On Milk will be available on the Iceland website and at The Food Warehouse for £7.95. The supermarket will also roll out the lower price across its stores. Iceland says the new price is £1.80 less than any other supermarket and is cheaper than Aldi own-brand range Mamia.

It comes after Iceland called for a change in law that prohibits advertising and promotion of infant formula, rules of which were put in place to avoid putting women off breastfeeding. There are also restrictions on being able to use loyalty points or vouchers to pay for it in shops. The competition watchdog is currently investigation the "historically high" cost of formula milk and the pressure it puts on families.

In a post published on X/ Twitter this morning, Richard Walker, executive chairman of Iceland, said: “We’re launching the cheapest baby formula on the market, supported by @feedukorg & @MumsnetTowers. SMA LITTLE STEPS First Infant and Follow On milk is now available for just £7.95! (And it’s palm oil free) I’m calling on other retailers to join us - let’s end the formula rip-off together.”

In an official statement later published today by Iceland, Mr Walker added: "Families with babies are still struggling with the cost-of-living crisis and we have a moral obligation to take action. That is why we are heaping further pressure on the manufacturers, the regulators and the market as a whole to bring prices down, just like Iceland is doing.”

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Dr. Erin Williams, Co-Founder & Director of Feed said: “Feed commend Richard and his team for their efforts in engaging with formula companies to reduce in-store prices for families and we call on other retailers and formula companies to follow suit. The significant price drop in SMA Little Steps highlights just how much profit margin there is in this essential product, and is no comfort to families who have been driven to drastic measures over the past year.

Justine Roberts, Mumsnet Founder and CEO, said: "The current rules around the marketing of formula - however well intentioned - mean parents don't have all the information and assistance they need, and we know that despite the nutritional composition of formula milk being strictly controlled many mums assume more expensive formula is better for their babies.”

Levi Winchester