Parents across the United Kingdom are set to receive significant financial relief on the cost of infant formula, with the government announcing a new plan that could save families up to £500 in their child's first year.
Government Implements CMA Recommendations
Prime Minister Sir Keir Starmer confirmed on Wednesday, 3rd December 2025, that his administration has agreed to implement a series of recommendations from the Competition and Markets Authority (CMA). These proposals, originally made in February, are designed to tackle the high cost of baby milk and empower parents with better information.
The core aim is to break the influence of major brand marketing and ensure parents know that cheaper, regulated alternatives are just as nutritious. "For too long, parents have been pushed into spending more on infant formula than needed – told they’re paying for better quality and left hundreds of pounds out of pocket," Sir Keir stated.
Key Changes for Shoppers and Parents
The shake-up will introduce several practical changes. In hospitals and other healthcare settings, standardised packaging will be used to prevent marketing from swaying the decisions of new mothers and fathers at a vulnerable time.
On the high street, supermarkets will be required to display all infant formula products together, making price comparisons straightforward. In a significant win for family budgets, the government has also ruled that parents will now be permitted to use gift cards, vouchers, loyalty points, and coupons to pay for formula, something previously often prohibited.
A Move Against Child Poverty
Announcing the measures, the Prime Minister framed them as part of a broader mission to tackle child poverty, drawing a sharp contrast with the previous government's policies. "Their policy of nearly 10 years on the two-child benefit cap had one result and one result only – it dragged hundreds of thousands of children into poverty," he said.
Health Secretary Wes Streeting emphasised the ethical drive behind the changes. "It’s not right that manufacturers have been able to package up these products in a way that plays on the instincts of new mums and dads who are just trying to do what’s right for their child," he commented.
Streeting added that the new rules will give parents confidence in the formula they buy, regardless of its price point, while finally allowing them to benefit from common supermarket savings schemes. The government estimates the combined effect of these measures will put up to £500 back into the pockets of families during the costly first year of a baby's life.
