Iceland CEO Richard Walker breaks down his journey navigating the 'archaic' laws of infant formula retailing, to now selling at cut price cost of £7.95.
Iceland and Aldi have taken action, could we see costs of baby formula drop even more across British supermarkets? In yet more great news for the Formula for Change campaign, another major supermarket has helped make bottle feeding more affordable. Earlier this week, Iceland announced the cheapest baby formula available on supermarket shelves – with a £7.95 price tag for 800g. Within 48 hours, Aldi dropped the price of its own-brand Mamia Infant First Formula.
Created with family support charity Feed, our campaign calls on the government to change the rules surrounding on how baby formula can be purchased. Justine Roberts CBE, founder of Mumsnet, has backed the Formula for Change campaign Under current guidelines, it falls into the same category as tobacco and lottery items, and aren’t available to buy with cash alternatives.
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