The government confirmed on Wednesday (3 December) that it will be helping parents to buy baby formula at an affordable price.
This will be done through strengthening guidance around how baby formula is displayed so that parents are not “pushed into spending more on infant formula than needed”. It will also ensure that products can be bought using gift cards, vouchers, loyalty points and coupons.
Parents will save up to £500 a year as a result of these measures, according to government estimates.
Speaking in parliament, Keir Starmer said: “For too long, parents have been pushed into spending more on infant formula than needed – told they’re paying for better quality and left hundreds of pounds out of pocket.
“I can announce today that we are changing that. We will take action to give parents and carers the confidence to access infant formula at more affordable prices.”
Starmer previously told the Big Issue that he would offer to pay if he saw a mother stealing baby formula.
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It follows research from the Competition and Markets Authority (CMA) which found that families opted for more expensive products and could be influenced by messaging which may be hard to verify.
The CMA discovered many parents “naturally wanting to do what is best for their baby” would “actively choose a more expensive product, assuming this means better quality”.
NHS advice confirms that any brand will meet a baby’s nutritional needs regardless of price because “by law, all infant formula sold in the UK must meet the same standards, which means they are all suitable for your baby’s growth and development”.
Health and social care secretary Wes Streeting said: “It’s not right that manufacturers have been able to package up these products in a way that plays on the instincts of new mums and dads who are just trying to do what’s right for their child.
“These new measures mean parents will have confidence in the formula they are buying, no matter the price, and can now make the most of supermarket loyalty schemes too.
“It will put hundreds of pounds back into the pockets of parents, who can spend that money on their child, their siblings or household essentials – and is just one of the ways this government will end child poverty.”
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Feed, a charity which supports parents by sharing information about infant feeding, has been at the heart of campaigning for change to support parents to afford baby formula. Alongside Metro, it petitioned for the acceptance of cash equivalents like grocery vouchers and loyalty points to pay for infant formula, securing 108,000 signatures in its letter to Downing Street.
Dr Erin Williams, co-founder and director of Feed, said: “There is obviously strong public support for this measure, which would take a bit of pressure off parents by giving them more options at the till, so we are really pleased to see the government commit to providing clarity on this.”
The government has also confirmed a £18.5 million investment this year in infant feeding services and breastfeeding through the Best Start Family Hubs programme, as well as an extension to the National Breastfeeding helpline to provide round-the-clock support for families across the UK.
This builds on a £500m investment in children’s development through the roll out of the family hubs, where families can access a range of information and practical support through a child’s early years. The government has committed to a family hub in every community.
Williams said she is “very pleased” to see the government commit to ensuring that parents receive timely information about infant formula.
“At the moment, NHS policies restrict information on formula and formula feeding. At Feed, we want to see this changed so that all women get this information proactively during pregnancy, and are not left in a situation where they need formula but don’t have the information they need to make purchasing decisions,” Williams said.
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“All in all, this is a positive step forward, and we hope the prime minister will ensure the required work gets done so that formula prices come down quickly and families who need formula can access it easily and safely.”
Ahead of the child poverty strategy, the government has already extended free school meals to all children on universal credit, a move that has helped half a million children, and it has introduced free breakfast clubs.
It also introduced a £1 billion crisis support package, which the government claims will ensure “the poorest don’t go hungry in the holidays”.
Big Issue is calling for the government to go further in its strategy by introducing legal targets to hold itself accountable on tackling child poverty.
Founder Lord John Bird said: “We must see a truly bold child poverty strategy with clever thinking on how to open up the pathways that offer our children escape from poverty, not just keep them comfortable in a pre-destined wait for lifelong hardship.
“The strategy should be backed by targets which provide much-needed benchmarks to track progress and drive action forward. The government must not dodge this vital layer of scrutiny.”
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On Thursday, the government additionally revealed that families of children with special educational needs and difficulties (SEND) will receive faster and earlier support through the Best Start Family Hubs programme from April.
A dedicated SEND practitioner will be recruited in every hub to provide direct, family-facing support.
Education secretary Bridget Philipson said: “Giving every child the best start in life means revitalising family support so that parents can rely on it once again. Nowhere is that support more important than for families of children with SEND, where early, expert help can make all the difference not only for parents, but for children’s life chances.”
John Barneby, chief executive of Oasis Community Learning, “warmly welcomed” the plan but added: “Education reform cannot succeed in isolation. To help every child and family flourish, we must work across sectors to stand alongside communities – creating connected systems that provide the stability and support every child needs to thrive and realise their full potential.”
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