New measures focused on reducing the cost of living and helping families choose the most affordable baby formula have been announced today by the government.
It comes ahead of the release of the government’s Child Poverty Strategy, which follows the Chancellor’s decision to drop the two-child benefit cap to lift 450,000 children out of poverty in the Autumn Budget.
The changes will help ensure the best possible start in life for babies where families cannot or choose not to breastfeed, with the government stating that the measures will “alleviate child poverty and put hundreds of pounds back in parents’ pockets”.
The announcement follows a market study from the Competition and Markets Authority (CMA), which found families opted for more expensive products and could be influenced by messaging on packaging that may be hard to verify.
Supermarkets and retailers will also receive updated guidance as part of the measures, confirming the products can be bought using gift cards, vouchers, loyalty points, and coupons.
Alongside these measures, the government is investing £18.5 million in infant feeding services and breastfeeding through the Family Hubs and Start for Life programme. The programme provides funding to 75 local authorities in England with high levels of deprivation and aims to improve health outcomes while tackling health inequalities.
The government has also extended the National Breastfeeding helpline to provide round-the-clock support for families across the UK.
Health and social care secretary Wes Streeting said: “New parents want the best for their baby, and it’s wrong that vague on-pack messages are leaving families out of pocket for an essential product.
“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.”
