Josh Milton
Published December 3, 2025 12:21pm
Updated December 3, 2025 1:11pm
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Previous Page Next PageKeir Starmer has announced that formula milk will be made cheaper, in a win for Metro’s award-winning Formula for Change campaign.
The cost of formula has shot up since 2021, with Metro hearing of parents watering it down or stealing tubs to ensure their babies are fed.
But the prime minister told the House of Commons during PMQs today that this will come to an end.
He 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.
‘We are changing that. I can announce to the House how we will save money for parents – helping parents make more informed choices when buying infant formula.
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‘With clearer guidance for retailers and by helping new parents use loyalty points and vouchers, together we could save them up to £500 before their child’s first birthday.
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Previous Page Next Page‘That builds on our action to lift over half a million children out of poverty, extending free school meals, free breakfast clubs and free childcare.’
Metro, with infant feeding charity Feed, launched Formula for Change in 2023, calling on the government to review its infant formula legislation.
Since 2021, the cost of formula has spiralled, with the most expensive brand on the market, Aptamil Advanced, typically sold for £18 a tub.
Laws around baby formula have long limited how it can be made, marketed and sold, however.
For one, retailers were not allowed to promote formula through deals like buy-one-get-one-free or let shoppers pay with loyalty card points.
Nearly 109,000 people signed Metro’s petition to give struggling families more options to buy the formula they need at the tills.
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Supermarkets like Iceland and Morrisons have already given parents and guardians more payment alternatives.
But now all supermarkets will be advised by the government that products can be bought not only with points, but vouchers, gift cards and coupons.
Metro understands, however, that legislation around baby formula will not be changed.
The government previously said that shopping restrictions align with WHO guidelines that said if formula tubs were sold this way, it would put people off breastfeeding their children.
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