A recent report from The Food Foundation’s Kids Food Guarantee programme highlights growing concerns over hidden marketing tactics used by retailers to promote baby formula online, despite the World Health Organisation’s (WHO) Code prohibiting such practices. Some key findings include:
Unauthorised Promotion Online
The report reveals that Tesco, Morrisons, and Ocado feature promotional information for Aptamil and Cow & Gate products on their websites, violating WHO guidelines against breast milk substitute advertising. By sharing contact details and support lines in product listings, companies build relationships with parents, subtly promoting products under the guise of offering advice.
Significant Price Disparities Amongst Baby Formula Products
The research also found large price variations among nutritionally comparable first infant formulas, with costs for some products being nearly double. While regulations ensure all first infant formulas meet safety and nutrition standards, the report raises concerns about affordability. For instance, Aptamil at Co-op costs £14, while Aldi’s Mamia is priced at £7.09 for the same size.
Limited Price Reductions Despite Calls to Curb Profiteering
The report acknowledges small price reductions, yet baby formula remains unaffordable for many families. Although the Healthy Start scheme helps, only a few products fall within the weekly allowance for families with infants. The Food Foundation urges government intervention to make formula prices more equitable, protecting families from unnecessary financial strain.
Anna Taylor, Executive Director at the Food Foundation, said: “The first year of a baby’s life is a hugely important time for laying down strong foundations for their future health. It’s a time of really rapid growth and development, so it’s incredibly concerning that families face such a lottery when it comes to accessing and affording first infant formula. First infant formula is absolutely essential for those families dependent on it, yet we know that 1 in 4 mothers struggle to afford it. This is too important to be left to the market. We need the government to step in and make sure that first infant formula is affordable for those who need it.”
Vicky Sibson from First Steps Nutrition Trust, said, “Formula companies are continuing to take advantage of parents by aggressively marketing their branded products at inflated prices, with total disregard for the risks this poses to babies in struggling households. The few small reductions that have been made on specific infant formula prices since the CMA exposed their profiteering a year ago pale into insignificance compared to the average 24% price hike observed between March 2021 and April 2023. The Government has a duty to regulate prices so that they are brought down across the board for the long term, as well as to put an end to inappropriate marketing which fuels high prices and undermines both breastfeeding and safe and appropriate formula feeding”.
Read the full report on the Food Foundation’s website.
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