Aldi has pledged to freeze the price of its Mamia First Infant Formula throughout the rest of 2025, as it reaffirms its commitment to remain an affordable option for parents.

The discounter said parents buying its own-brand formula will continue to pay at £6.99, saving £5 compared to the average price of formula elsewhere in 2024.

The move comes as new data from First Steps Nutrition Trust shows baby formula prices remain at historic highs, with the most expensive products priced as £18.

Aldi UK chief commercial officer Julie Ashfield said: “Shoppers should not be paying over the odds for the essentials. As the UK’s cheapest supermarket, we’re committed to keeping prices low on the products our customers rely on most.

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“As formula prices remain at historic highs across the market, we want to reassure parents that at Aldi, there will be no unwelcome surprises at the checkout – we’re keeping our Mamia First Infant Formula at just £6.99 for at least the remainder of this year.”

The move also comes ahead of the government’s delayed response to the Competition and Markets Authority (CMA) report into the infant formula market, which is expected to address long-standing affordability concerns and restricted promotional activity.

It found, despite all infant formula sold in the UK required to meet strict nutritional standards, parents were being encouraged to pay more for brands, regardless of quality.

The announcement follows other parent-focused initiatives from Aldi, including the Mamia New Parent Fund, launched earlier this year to support new families with £100 Aldi vouchers given away weekly throughout 2024.

Last year, other supermarkets have also introduced a series of measures to support parents such as slashing prices. In March, Morrisons introduced the option for shoppers to redeem their loyalty scheme More Card vouchers for baby formula products, following the Competition and Markets Authority’s (CMA) amendment to rules on promotions.