Iceland boss ‘delighted’ after Aldi launches cheapest baby formula yet

Iceland and Aldi have taken action, could we see costs of baby formula drop even more across British supermarkets? (Picture: Getty Images)

In yet more great news for the Formula for Change campaign, another major supermarket has helped make bottle feeding more affordable.

Earlier this week, Iceland announced the cheapest baby formula available on supermarket shelves – with a £7.95 price tag for 800g.

Within 48 hours, Aldi dropped the price of its own-brand Mamia Infant First Formula.

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At £8.89 for 900g (which works out at £7.90 for 800g) it’s now even cheaper than the Iceland equivalent.

With the usual costs of baby formula ranging anywhere between £10 and £15, the latest announcements from both supermarkets will make a huge different to new parents struggling amid the cost of living crisis.

Responding to Aldi’s price cut, Richard Walker, executive chairman of Iceland Foods said: ‘Delighted to be undercut by Aldi’s own-brand formula, well done to them for stepping up quickly.

‘We know how popular brands are in this market so let’s hope the big supermarkets and other brands are next.’

Earlier this week, Mr Walker spoke to Metro about Iceland’s latest baby formula announcement.

The dad-of-two had explained: ‘We’ve heard terrible stories of customers watering down feeds, skipping feeds or ignoring sell by dates, all of which is really bad for the baby. 

‘That prompted us to take action.’

Iceland and Aldi’s battle to launch the cheapest baby formula on the market comes as Metro’s Formula for Change petition reaches over 100,000 signatures.

Created with family support charity Feed, our campaign calls on the government to change the rules surrounding on how baby formula can be purchased.

Justine Roberts CBE, founder of Mumsnet, has backed the Formula for Change campaign (Picture: Getty)

Under current guidelines, it falls into the same category as tobacco and lottery items, and aren’t available to buy with cash alternatives.

As a result, cash-strapped families can’t pay for a tub of baby formula using a loyalty card or coupons and retailers are banned from promoting it in any buy-one-get-one-free deal. Although some supermarkets now allow gift vouchers to be used, not all do. 

In a piece for Metro, Justine Roberts CBE, founder of Mumsnet, explained why she is backing the campaign.

She wrote: ‘There are immediate practical steps the government can take to make things easier for families – and they should start with Formula For Change.’

YouTubers Ladbaby (Mark and Roxanne Hoyle) also have been working to make more people take notice of the ‘skyrocketing’ costs of baby formula.

When the couple welcomed their first son Phoenix Forest seven years ago – with just £20 a week to pay for all their shopping – they were left seriously struggling to make ends meet.

Mark, 36, told Metro: ‘Formula back then was ten or £11. Now it’s £14 or £15. It would have made a massive difference to us – having to put that money towards formula as opposed to food and or toiletries or any of the other essentials. 

‘When you’re in that situation, you have to make impossible decisions over what you are going to do. It’s not easy, and there are a lot of families in that same position right now. There are a lot of single dads in the UK, and relationships made up of two dads. 

‘We just want families to have a choice and to be able to afford to give what they think is best for their baby – and that’s what a lot of families aren’t getting at the minute.’ 

Aldi has been contacted by Metro.co.uk for further comment on the decision to drop prices.

Do you have a story you’d like to share? Get in touch by emailing Kirsten.Robertson@metro.co.uk 

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