Parents will be able to buy infant formula in supermarkets using loyalty points and vouchers under a government plan to make baby milk more affordable.The price of infant formula has increased dramatically in recent years, with a standard tin costing between £12 and £15.The scheme is aimed at giving families confidence to choose cheaper options, which the government and the consumer watchdog estimate could save those who cannot or choose not to breastfeed up to £500 a year.Charities were concerned that lower income families were watering down formula or struggling to pay for other essentials because it was too expensive.Under the new measures, parents will be given clearer guidance on the nutritional standards, which need to be met by all formula sold in the UK, and encourage retailers to provide the same.Some retailers had previously highlighted that rules prohibiting the direct or indirect advertising of infant formula made it impossible for them to discount it, and were unsure if people could use loyalty schemes to buy their milk.Currently the baby formula market is regulated so that promotions, such as loyalty points or discounts, are banned in the same way they are for tobacco and lottery tickets.This is to encourage breastfeeding, which the NHS says is healthier for children. But in its interim report in February, the CMA warned it also stopped companies from competing on price, which unintentionally left consumers paying more.In that report, the CMA also noted the difference in prices between brands was so stark that in some cases families …
