Tell retailers to support families with formula-fed babies during the cost of living crisis

The cost of infant formula has soared over the last year - with the price of some brands increasing by more than 25% - and families are struggling to meet the nutritional needs of the most vulnerable members of our society.

While we work towards broader, long-term solutions for families experiencing food poverty, we are asking that the biggest supermarkets in the UK take two straightforward steps to better support customers with formula fed infants

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I am writing to ask that your supermarket chain takes just small and simple actions to support the health and wellbeing of families with formula fed infants during the current cost of living crisis. This campaign is supported by healthcare professionals and charities including Mumsnet, the NCT, Pregnant Then Screwed, BPAS, Feed, and Little Villages.
The cost of infant formula has soared over the last year - with the price of some brands increasing by more than 25% - and, as revealed by a recent Sky News investigation - families are struggling to meet the nutritional needs of the most vulnerable members of our society. While, as a society, we work towards broader, long-term solutions for families experiencing food poverty, I am asking that your company takes two straightforward steps to better support customers with formula fed infants.
Step One: Make Public Health information on infant formula available at the point of sale
Infant formula is an essential food for most babies in the UK, and all infant formula on the UK market must meet compositional regulations, and therefore cheaper brands meet the same compositional standards as more expensive brands. Unfortunately, many parents are unaware of this information, and believe more expensive formula brands have more health benefits for their babies. 
Please consider introducing information available on shelf edge point of sale sleeves, on your website and in any other materials that reference infant formula to supporter your customers. For your consideration, Public Health Scotland provide parents and carers with the following information:
“Formula labelled ‘first milks’ are all you need for your baby's first year. These are also known as ‘stage 1’ or ‘first stage’ milks. By law, all first milks must include the same ingredients, so a higher price doesn’t mean a better milk and there’s no benefit to spending more than you need to.”<a href="#_ftn2" name="_ftnref2"></a>
 
Step Two: Promote Healthy Start and Best Start Foods schemes
Healthy Start and Best Star Foods support pregnant women or pre-school aged children in low-income households to purchase healthy foods including fruit, vegetables, milk and infant formula. These schemes are meant to provide a critical nutritional safety net for the most nutritionally vulnerable, yet many families miss out.
One of your competitors, Iceland, have already taken action to increase awareness of the scheme: 81 million of their own brand milk bottles advertise the Healthy Start scheme in England, and a second phase of the campaign will also see Healthy Start and Best Start Foods promoted on 100 million packs of frozen fruit and vegetables over the next two years. I ask that you introduce information on Best Start and Healthy Start schemes in your marketing and communication materials, and in store or on own branded products where possible.
Thank you in advance for taking the time to consider the above – I look forward to hearing from you.  
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