Iceland urges government to change law on sales of infant formula

The supermarket is also calling to reverse regulations that prevent infant formula from being bought with loyalty points, gift cards, food bank vouchers or being reduced in price to clear stock.

Iceland wants the government to review Healthy Start vouchers, currently £8.50 per week for babies up to one year old, as these vouchers have not increased in value since April 2021.

Many low-income families depend on these vouchers, but they do not cover the cost of the cheapest formula following recent price increases.

Iceland went against legislation and recently announced it was cutting the price of formula milk at Iceland and The Food Warehouse stores to make customers aware of the savings on offer.

This move was in response to research and in-store feedback that showed rising prices of formula meant 86% of parents expressed concern about how they can afford to feed their babies. 

Boots has also come under fire over online adverts showing the retailer promoting four brands of infant formula on Google.

The health and beauty giant broke advertising rules as it is against the law to advertise infant formula for babies up to six months old as it could discourage breastfeeding. Boots apologised and the automated adverts have been removed.

Iceland said breastfeeding isn’t an option for everyone and groups such as adoptive parents, gay parents and mothers who may not be able to breastfeed due to medical reasons should have access to affordable infant formula.

Iceland Foods executive chairman Richard Walker said: “The benefits of breastfeeding versus using infant formula aren’t up for debate: this is about supporting the choices of UK parents as they navigate the cost-of-living crisis. 

“We want the law to change so that retailers can help families feed their children. At Iceland we’ve already cut prices on formula, and by promoting this have defied regulations and attracted complaints. 

“The government needs to show it is doing all it can to help people in the UK and support retailers like us so that we can do our part without reprisals.”