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NEW RESEARCH FROM FIRST STEPS HAS FOUND BIGGER BRANDS ARE PUTTING PROFITS OVER SHOPPER AFFORDABILITY WHEN IT COMES TO THE ESSENTIAL PRODUCT. 06:55, 30 May 2025 Baby formula prices have been

found to be "shamefully" high still - despite Labour Party government changes and plans for new rules to save parents £300 a year. New research from First Steps has found bigger

brands are putting profits over shopper affordability when it comes to the essential product. The trust found the price of baby milk fell only 50p on average last year, to £11.99, compared

to £11.10 in 2021 - four years ago. The most expensive baby milk on the market is priced £18. Dr Vicky Sibson, director of the First Steps Nutrition Trust, said: "You can see that

despite being exposed for maintaining 50-75% profit margins, the big brands are maintaining high prices, which we think is shameful." READ MORE LLOYDS BANK BRINGS IN BIG CHANGE AND

ANYONE WHO IS IN A 'COUPLE' WILL BENEFIT The exceptions are two supermarket own-label products, with Lidl and Aldi offering formula at £6.99. The Competition and Markets Authority

proposed in February several measures to help parents, which it said could allow them to save £300 a year by switching to a lower-priced brand. Article continues below A Department for

Health and Social Care spokesperson said: “There are many benefits of breastfeeding but for those mothers that cannot or choose not to breastfeed, it is vital parents can access infant

formula that is affordable and high quality. "Families should not be paying over the odds to feed their babies. As part of our plan for change, we’re determined to ensure every child

has the best start to life. "We are working closely with the devolved governments to carefully consider these recommendations and will respond fully in due course.” Article continues

below If you’re more than 10 weeks pregnant or have a child under 4, the Healthy Start scheme can help you buy healthy foods like milk or fruit and get free vitamins. You need to be claiming

certain benefits to qualify. If you’re pregnant and under 18 you can claim even if you do not receive any benefits.