Labour has vowed to change what it terms the “outdated and damaging” restrictions on baby formula, an issue that Iceland has been campaigning on.
The frozen foods retailer has called for a change to legislation which prevents infant formula from being purchased with loyalty points, store gift cards or food bank vouchers, or reduced in price to clear stock.
Shadow secretary for health and social care Wes Streeting MP told the Metro, which has also been campaigning on this issue: “All families should be able to feed their babies and it’s too hard for so many to afford to do so in this cost-of-living crisis.
“Regulations that prevent families from using foodbank vouchers to buy infant formula are no longer fit for purpose.
‘With Labour, retailers will be able to accept loyalty cards and vouchers as payment for infant formula to help families feed their children.
‘We will urgently review existing legislation on infant formula, ensuring that regulation is protecting families and their babies, not making life more difficult for them.”
Iceland has defied government policy and cut the price of its formula range by more than 20% in August.
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Iceland’s executive chairman Richard Walker told Metro: “It is encouraging to know that under a future Labour government, Iceland’s decision to accept loyalty points and vouchers as payment for formula milk wouldn’t be breaking any guidelines.
“This shouldn’t be about politics, or a debate between the merits of breastfeeding or using formula, this is about supporting the choices of UK parents as they navigate the cost-of-living crisis.
“It’s about doing what is right, and supporting retailers like us so that we can do our part without facing consequences from archaic rules and regulations.
“In making this decision, Labour has demonstrated it is on the side of business, and ordinary families who are doing their best to get by every day.”
Last week, Iceland revealed that it will offer shoppers free food this half term as over half (53%) of parents say they are already feeling the pressure of festive expenses.
