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Supermarkets cut the price of baby formula milk

Supermarkets cut the price of baby formula milk
Paloma Kubiak
Written By:
Paloma Kubiak

Major supermarkets have lowered the price of formula milk to help parents with the cost of sustaining non-breastfed babies.

Asda, Iceland, Sainsbury’s and Tesco have all reduced the price of infant formula, after manufacturer Danone agreed to a 7% price drop to Aptamil products.

For Iceland shoppers, this is the second time they’ve benefited from lower costs on baby formula, while Asda now allows customers to pay using loyalty vouchers for the first time.

The moves by the chains come after a review of grocery pricing by the Competition and Markets Authority (CMA) last year revealed that baby formula prices in the UK had risen 25% over the past two years – with branded suppliers accused of raising prices by more than their input costs.

However, unlike other products, parents haven’t been able to downgrade brands as prices have risen across most of the sector, while own-brand alternatives remain limited.

There are also rules and laws when it comes to infant milk, as the World Health Organization recommends breastfeeding as the best solution for both a child’s and mother’s health.

Baby formula milk supermarket price cuts

Here’s a supermarket-by-supermarket rundown of what they’re changing when it comes to baby formula:


A total of six Aptamil lines have been cut in price by an average of 7%, with Asda saying it “will continue to work with its manufacturing partners to ensure any further falls in production costs are passed on to customers”.

  • Aptamil 1 First Baby Milk Formula Powder from Birth: £13.50, down from £14.50
  • Aptamil 2 Follow On Baby Milk Formula Powder 6-12 Months: £13.50, down from £14
  • Aptamil Toddler Milk 3 1+ Year: £13.50, down from £14.50
  • Aptamil 4 Baby Toddler Milk Formula Powder 2+ Years: £13.50, down from £14.50
  • Aptamil Hungry First Baby Milk Formula Powder from Birth: £13.50, down from £14.50
  • Aptamil Advanced 1 First Formula Baby Milk Powder from Birth: £18, down from £19.


Asda will also let customers pay for baby formula in-store using their Asda Rewards loyalty vouchers for the first time. Shoppers can convert their Asda Rewards cashpot into vouchers which can be used against the cost of formula.

Kris Comerford, Asda’s chief commercial officer, said: “Whilst we respect the regulations in place regarding the sale of baby formula, we want to do everything we can to help families manage their budget and keep their family fed.”


In August last year, Iceland publicly announced that it had cut the price of baby milk following feedback from customers that many were struggling to feed their babies and toddlers as a result of the cost-of-living crisis.

It reported that parents were resorting to reducing the number of times they fed little ones, they were ignoring best before dates, over-diluting powdered infant formula or trying alternatives such as porridge which come with “worrying risks to child health”.

While retailers are allowed to cut the price of infant formula, they’re prohibited from advertising this. The law also states that retailers aren’t allowed to let customers buy formula with loyalty points or store gift cards. Further, they can’t reduce the price of stock nearing its end of shelf life. Meanwhile, food banks are also prevented from stocking baby formula (0-6 months).

Richard Walker, executive chairman of Iceland Foods, said at the time: “We have permanently reduced the price of branded formula – but we have certainly not done this to benefit our business.  In fact, we’re now seeing a vastly reduced profit contribution from these lines, despite an uplift in sales. We’ve done it simply to meet the needs of our customers and because I wasn’t prepared to have it on my conscience that we had the power to help them and failed to act.”

Now, the frozen food favourite has reduced prices on the following products from £12 to £11.20 in stores: Aptamil 800G First Infant Milk, Aptamil 800G Growing Up Milk, and Aptamil 800G Follow-on Milk. There’s no cap on how many customers can buy in-store, but it’s limited to four for online orders.

Walker added: “I welcome Danone’s move to reduce the price of Aptamil across the market and it’s only right we again reduce the price even further at Iceland. It’s important, however, that this doesn’t gloss over the actions which are still urgently needed to support families.

“2024 is going to be another tough year for families and we need immediate changes to the law to allow retailers to tell customers when they have reduced the price of formula and customers must be allowed to buy formula with loyalty points, gift cards or food bank vouchers.”

Iceland Foods has also called on the Government to review Healthy Start vouchers (currently £8.50 per week for babies up to one). These vouchers have not been increased in value since April 2021, and many low-income families depend on them to buy formula, but they currently do not cover the cost of even the cheapest formula after recent price increases.


A spokesperson said: “We are committed to lowering prices on the products our customers buy most often. We have reduced the price of some of our branded baby formula by 7% to pass cost savings directly onto customers. We know January is an important time for customers to get the best value so we lowered our prices ahead of the supplier decrease.”

Sainsbury’s confirmed there’s no need for customers to present a Nectar card for the lower prices, and there are no restrictions on how many products can be bought per customer.


Tesco has adjusted the price on Aptamil baby formula (powder products) for all large stores and online following Danone’s announcement of a reduction in cost price.

The products include:

  • Aptamil 1 First Infant Milk from Birth 800G: £13.50, down from £14.50
  • Aptamil 1 First Infant Milk TABSFR Birth 24x23G: £13.50, down from £14.50
  • Aptamil Hungry Milk Powder 800G: £13.50, down from £14.50
  • Aptamil 2 Follow on Milk Powder 800G: £13.50, down from £14.50.

There are no restrictions on how many customers can buy.