Iceland has launched new infant formula labels in a bid to bring more clarity around products and help parents make informed choices.

Partnering with infant feeding charity Feed, the move marks the latest step in the supermarket’s joint campaign to reduce the cost of baby formula in the market.

The in-store and online changes have been described as a sector debut and will be available in more than 190 The Food Warehouse stores on shelves at point of sale, giving shoppers evidence-based information on infant formula nutrition.

The retailer said the new labels will make it clear that “all first infant formulas are nutritionally equivalent, irrespective of brand or price”.

Iceland Foods chairman Richard Walker said: “At Iceland, we’ve been clear that parents shouldn’t have to pay over the odds for essential baby formula. We’ve already taken bold steps to bring prices down, but this next phase is about making sure parents have the facts.

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“All first infant formulas are nutritionally the same, and families deserve to know that. This on-shelf labelling initiative with Feed is about delivering transparency, fairness, and real change in the formula market.”

The new initiative follows the CMA’s report today (14 January), which announced a crackdown on the baby formula sector, with four areas of proposed changes to how brands are marketed to parents.

Feed co-founder Dr Erin Williams said: “Infant formula is an essential food and the only alternative to breast milk for babies, yet for too long, families have faced unnecessary financial pressure, misinformation, and stigma. Our Formula for Change campaign is focused on parents having access to unbiased, factual information and fairer prices.

“We’ve long advocated for point-of-sale information on formula, and it’s fantastic to see Iceland stepping up once again as a pioneer in the retail sector. This collaboration is an important moment in helping families make informed choices, showing them that the least expensive formulas are just as nutritious as the more expensive ones.”

Williams added: “Parents don’t have the time to read lengthy documents on nutritional equivalency. They need quick, clear reminders at the shelf. This label will make a real difference, and we hope other retailers will follow Iceland’s example.”