Iceland is calling for immediate change to legislation restricting the promotion of price cuts on infant formula by retailers.
The frozen food retailer is urging the government to reverse regulations that prevent infant formula from being purchased with loyalty points, store gift cards or food bank vouchers, or reduced in price to clear stock that is nearing the end of its shelf life.
Iceland is also calling on the government to review Healthy Start vouchers which are currently £8.50 per week for babies up to one, asking for the value to be increased following price rises.
This comes as the retailer has significantly reduced the price of baby formula (infant, follow-on and toddler), with baby milks having dropped in price by over 20% as part of a £26m annual investment to ensure prices stay low for shoppers.
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The move follows research that 86% of parents are concerned about how to afford to feed their babies.
Iceland Foods executive chairman Richard Walker said: “The benefits of breast feeding 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.”
