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A REPORT HAS FOUND THAT SOME BRANDS COST MORE THAN THE WEEKLY VALUE OF PEOPLE'S BENEFITS 08:44, 14 Feb 2025 Parents could save £300 by switching baby milk formula brands, a new report

has found. The Competition and Markets Authority (CMA) said issues like high prices and branding in the industry are leading to "poor outcomes" for parents. They found that many

brands cost more than the weekly value of people's benefits, leading some parents to forgo food to buy the product. The regulator has proposed sweeping changes including the NHS having

its own non-brand baby formula, or that existing products should be provided in non-branded containers in hospitals to reduce brand influence in hospitals. _Read the biggest stories in Wales

first by __signing up to our daily newsletter here_ They found that many parents choose a brand for the first time in vulnerable circumstances – often in hospital immediately after birth –

and "frequently without the clear, accurate and impartial information needed to make informed decisions." The regulator says: "People often feel under pressure, naturally

wanting to do what is best for their baby. Many actively choose a more expensive product, assuming this means better quality. However, NHS advice makes clear “It does not matter which brand

you choose, they’ll all meet your baby’s nutritional needs, regardless of price”. "Against this backdrop, rather than competing strongly on price, manufacturers place significant

emphasis on building brand awareness to secure customers. For example, some regularly supply the NHS with below cost formula to reach new parents – and once parents have found a brand that

works for their baby, they rarely switch." Article continues below They also want to see it being made easier to compare prices of different brands, want to see an extension on the ban

on advertising to include follow-on formula, and allowing parents to use vouchers and loyalty points to buy infant formula Sarah Cardell, chief executive of the CMA, said many parents

"pick a brand at a vulnerable moment, based on incomplete information, often believing that higher prices must mean better quality". "This is despite NHS advice stating that

all brands will meet your baby's nutritional needs, regardless of brand or price." She said: "Every parent wants to give their baby the best possible start in life. Many whom

need, or choose, to formula feed, pick a brand at a vulnerable moment, based on incomplete information, often believing that higher prices must mean better quality. This is despite NHS

advice stating that all brands will meet your baby’s nutritional needs, regardless of brand or price. "Governments across the UK are committed to the tight regulation of infant formula

for public health reasons. So, our proposals are designed to help parents make the best choices for them and their babies, with access to better information, while sharpening the

effectiveness of the existing rules." She added: "Our proposals will also make it easier for regulations to be properly enforced, while ensuring manufacturers and retailers can be

more confident in what they can and can’t do according to law. Article continues below "We strongly encourage governments to act on the recommendations to stop well-intended regulation

driving poor outcomes for consumers. We’re ready to help implement the changes and support thinking around further measures, including removing the ban on price promotions, should

governments consider it necessary at a later stage." Recommendations are now being made to UK, Northern Irish, Scottish and Welsh governments, working in collaboration with other

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