Aldi has slashed the price of its own-brand infant first formula milk, part of its Mamia range, for the second time in a week.
Shoppers at the discounter can now buy its own-brand Mamia Infant First Formula for £8.49 for 900g – a price reduction that Aldi says maintains its position as the lowest-priced formula available.
Aldi’s first price cut, to £8.89, followed the launch by Iceland of what it claimed was the cheapest baby formula available from supermarkets.
Iceland Foods executive chairman Richard Walker said at the time that he was “delighted to be undercut by Aldi” as retailers seek to make bottle feeding more affordable.
Aldi UK managing director of buying Julie Ashfield said: “We understand that for some parents, infant formula is a necessary part of their weekly shop, and we are committed to offering the lowest prices on all our products.
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“New parents have to make hard choices about how to spend their money, but Aldi’s Mamia range provides the best quality products for the early stages of parenting, at an unbeatable price.”
Aldi’s choice to further lower its prices follows several supermarkets that have reduced the price of their infant milk in recent months.
In January Asda and Tesco joined Sainsbury’s and Iceland in lowering prices of branded baby formulas, such as Aptamil.
The price war follows in the wake of a CMA announcement that it was to launch an investigation into the baby formula market as prices remain “at historically high levels”.
1 Comment. Leave new
Malcolm Walker famously said “I don’t give a f*** about Tesco”. Maybe Richard should apply his dad’s philosophy to Aldi.