February 14th 2025.
The rising cost of baby formula has been a concern for many parents in the market. However, there is good news as a high street supermarket has taken a step towards change. Iceland has partnered with Metro's Formula For Change campaign and charity Feed to provide evidence-based information on infant formula nutrition to shoppers. This move by Iceland is a part of their ongoing efforts to reduce the cost of baby formula in the market.
The grocery giant has collaborated with Feed to create on-shelf and online labeling that will provide shoppers with important information about infant formula. This labeling will be available in over 190 stores of The Food Warehouse and online, making it easier for parents to make informed choices. It will also help in clearing any doubts about the nutritional value of different brands or prices of first infant formulas.
Dr. Erin Williams from Feed expressed the importance of sharing public health messaging about formula in a simple and understandable way. She also praised the collaboration with Iceland, stating that it will make this information easily accessible to families when they need it the most - while purchasing formula. She hopes that other retailers will follow Iceland's lead in supporting the Formula For Change campaign.
Metro's Deputy Editor, Claie Wilson, also shared her enthusiasm about Iceland's decision to join the campaign. She believes that this is a significant step in eliminating concerns about formula nutrition and making it more accessible to everyone. Wilson further added that Iceland has been a fantastic partner in bringing about change and their support is greatly appreciated.
The Formula For Change campaign, in partnership with Feed, is calling on the government to review their legislation on infant formula and allow retailers to accept loyalty points, food bank vouchers, and store gift cards as payment for formula. Their petition aims to take the matter to No.10 to show the Prime Minister that this is an issue that needs immediate attention. The more signatures they receive, the stronger their voice will be, and thus, they urge people to sign the petition.
Richard Walker, Executive Chairman of Iceland, emphasized the fact that parents should not have to pay exorbitant prices for essential baby formula. He also mentioned that Iceland has already taken steps to reduce the cost of formula, but their next phase is to ensure that parents have access to accurate information. He stated that all first infant formulas are nutritionally equivalent and parents deserve to know the truth. This labeling initiative is a step towards transparency, fairness, and real change in the formula market.
This partnership between Feed and Metro is a crucial step in their Formula For Change campaign, which aims to reduce stigma surrounding formula feeding and advocate for transparency in formula products. It is also a continuation of Iceland's efforts to make infant formula more affordable, as they were the first to introduce the cheapest formula last year, which led to other retailers dropping their prices as well. Recently, MPs gathered in Westminster to show their support for Metro's campaign, calling for more affordable and accessible infant formula.
At a parliamentary drop-in event, Labour MP for Blackpool South, Chris Webb, expressed his support for Metro's campaign and encouraged his peers to push for legislative change to help families buy formula. He mentioned that the rising cost of formula has been a major concern and has seen parents struggling to make ends meet. Webb hopes to make it more accessible by working with the government, suppliers, supermarkets, and food banks.
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