March 1st 2024.
It seems that politicians may soon be facing pressure to address the skyrocketing costs of baby formula. The Formula for Change petition, created by Metro and the family support charity Feed, has just reached a major milestone with over 100,000 signatures. This is a huge achievement and shows the widespread concern about the impact of the cost of living crisis on families.
The campaign is focused on finding ways to help parents afford baby formula as prices continue to rise. It's a basic necessity for many families, and unfortunately, some have resorted to watering down the formula or even stealing it in order to feed their babies. When Metro first reported on this issue and the heartbreaking measures that people were taking, such as watering down the powder or stealing formula, it became clear that this was a problem that needed to be addressed.
Claire Wilson, Deputy Editor of Metro, reflects on the campaign's progress, saying, "Baby formula isn't a luxury, it's a necessity for so many families. The fact that we have reached over 100,000 signatures shows just how important this issue is to so many people. We are grateful for the support of Iceland, Mumsnet, LadBaby, Michelle Heaton, Monica Lennon MSP, and MPs Preet Gill and Wes Streeting. Now, it's time for the government to listen and make changes to the outdated rules surrounding formula sales. No baby should go hungry because of greed and outdated guidelines."
The main request of the campaign is for the government to allow retailers to accept loyalty points, food bank vouchers, and store gift cards as payment for infant formula. Currently, formula falls under the same category as tobacco and lottery items, making it unavailable for purchase with cash alternatives. This means that families who are struggling to make ends meet cannot use loyalty points or coupons to buy formula, and retailers are not allowed to promote any buy-one-get-one-free deals. Some supermarkets do allow gift vouchers to be used, but not all of them.
Famous faces such as Katherine Ryan, Ashley James, and Michelle Heaton have voiced their support for the campaign. It's clear that the cost of formula is a major issue for families, with prices reaching up to £15 in supermarkets. Justine Roberts CBE, founder of Mumsnet, recently wrote about why she is backing the campaign, highlighting the need to ease the financial pressure on families and remove the stigma surrounding formula.
Richard Walker, CEO of Iceland, has also been a strong advocate for the campaign. He recently spoke to Metro about the supermarket's decision to launch its cheapest brand of baby formula yet, saying, "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."
Since its launch, the Formula for Change campaign has received the backing of the Labour Party, who have called for a review of the outdated rules and have promised to take action. The campaign has also been recognized with the prestigious Making A Difference award, voted for by the public, for its efforts to bring about change.
To keep the momentum going, The Agency and Feed are calling on the government to urgently review their infant formula legislation and allow retailers to accept loyalty points, food bank vouchers, and store gift cards as payment. The ultimate goal is to present the petition to the Prime Minister and show that this is an issue that can no longer be ignored. Every signature counts, so if you want to make a difference, please sign the Formula for Change petition here. It's time for change, and it needs to happen now.
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