Iceland Foods has significantly reduced the price of baby formula (infant, follow-on and toddler) in a bid to support parents as the cost-of-living crisis continues.

According to the frozen food retailer, baby milks have dropped in price by over 20%, in line with hundreds of other household staples in stores – as part of a £26m annual investment to ensure prices stay low for shoppers.

It follows research from Iceland revealing that among 18-35 year olds who have a child under the age of one, 86% are concerned about the rising cost of infant formula.

Results showed that nearly 80% of the same group do not currently feel that supermarkets are doing enough to help them afford to feed their babies.

The survey also found that as household budgets were squeezed further, parents resorted to reducing feeding frequency, ignoring best before dates, or over-diluting powdered infant formula, which all come with worrying health risks.

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Executive chairman of Iceland Foods, Richard Walker said: “If parents cannot breast feed or choose to use formula for whatever reason, we need to ensure it is accessible for them.

“More and more parents across the country are living in fear about being able to feed their babies, and they don’t feel supermarkets are doing enough to help them.”

He added: “At Iceland we’re just not willing to have that on our conscience. Reducing the price on formula is the right thing to do to support our customers.”

The news comes as Iceland has slashed the price of 200 products as part of a summer savings initiative, as 54% of parents plan to reduce their expenses over the summer to put food on the table.