Asda and Tesco have become the latest supermarkets to reduce prices on products from baby formula brand Aptamil, following similar moves by Iceland and Sainsbury’s.
From Monday 15 January, Asda’s customers will be able to use their Asda Reward vouchers to pay for any baby formula product they purchase in-store, including Aptamil which will have an additional reduction in price.
A total of six Aptamil lines will be reduced in price by an average of 7%, while the grocery giant pledges to continue to work with its manufacturers to strive for further falls in production cost.
Tesco is also cutting the cost of five Aptamil products by between 80p and £1 from today (16 January), Sky News reported.
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This follows Aptamil manufacturer Danone’s decision to lower the price of its product following a fall in cost prices for production.
Last week, Iceland unveiled plans to reduce the price of Aptamil from today, and Sainsbury’s has also cut the price of some branded baby formula products by 7%.
A Sainsbury’s spokesperson said: “We are committed to lowering prices on the products our customers buy most often. As of last Thursday, we have reduced the price of some of our branded baby formula by 7% to pass cost savings directly onto customers. We know January is an important time for customers to get the best value so we lowered our prices ahead of the supplier decrease.”
This follows an investigation by the CMA released late last year that found prices for baby formula in the UK have risen by 25% over the past two years and evidence suggests that branded suppliers had increased their prices by more than their input costs.
Asda chief commercial officer Kris Comerford said: “For many of Asda’s customers, and families nationwide, we understand that buying baby formula is a vital necessity in their weekly shop, which is why we’re taking swift action to pass on falling manufacturing costs to customers before any other retailer.
“At the same time, we’ve decided to remove exclusions on using Asda Rewards vouchers to pay for baby formula. Whilst we respect the regulations in place regarding the sale of baby formula, we want to do everything we can to help families manage their budget and keep their family fed.”
Asda’s decision to allow shoppers to use loyalty points on baby formula products goes against current regulations that prevent retailers from offering promotions on infant milk products.
Last year, frozen food specialist Iceland became the first UK supermarket giant to slash prices on infant milk, prompting Labour to call the current restrictions on baby formula pricing “outdated and damaging”.
