Asda, Tesco & Sainsbury’s have joined Iceland in cutting the cost of Aptamil baby formula.
It comes after manufacturer Danone cut the price it charges retailers for the majority of its baby milk range by 7%.
Asda said from Monday its customers would also be able to pay for formula using rewards scheme vouchers for the first time.
Asda said from Monday its customers would also be able to pay for formula using rewards scheme vouchers for the first time.
The regulator found competition was hampered because shoppers were reluctant to switch brands, either because they were recommended by friends and family or because their baby would only drink one.
There are rules banning retailers from advertising discounts on infant formula – for babies up to six months – because it might discourage breastfeeding.
In August Iceland called on the government to “immediately” update existing legislation so that retailers were allowed to tell the public when they reduce the price of formula.
The supermarket said at the time it still endorsed breastfeeding, yet rising costs were “placing unbearable pressure on parents who choose to or have no alternative” to using formula milk.
Asda, Tesco & Sainsbury’s have joined Iceland in cutting the cost of Aptamil baby formula.
Asda said from Monday its customers would also be able to pay for formula using rewards scheme vouchers for the first time.
It comes after manufacturer Danone cut the price it charges retailers for the majority of its baby milk range by 7%.
The regulator found competition was hampered because shoppers were reluctant to switch brands, either because they were recommended by friends and family or because their baby would only drink one.
Asda said from Monday its customers would also be able to pay for formula using rewards scheme vouchers for the first time.
Asda said from Monday its customers would also be able to pay for formula using rewards scheme vouchers for the first time.
The regulator found competition was hampered because shoppers were reluctant to switch brands, either because they were recommended by friends and family or because their baby would only drink one.
There are rules banning retailers from advertising discounts on infant formula – for babies up to six months – because it might discourage breastfeeding.
In August Iceland called on the government to “immediately” update existing legislation so that retailers were allowed to tell the public when they reduce the price of formula.
The supermarket said at the time it still endorsed breastfeeding, yet rising costs were “placing unbearable pressure on parents who choose to or have no alternative” to using formula milk.
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