Iceland demands urgent reform of stringent laws on infant formula sales.
- The retailer aims to ease restrictions that prevent formula purchases with points or vouchers.
- Current legislation blocks price reductions for near-expiry infant formula stock.
- Iceland seeks to increase the value of Healthy Start vouchers amid rising costs.
- Research shows 86% of parents struggle to afford infant nourishment.
In a bold move, Iceland is actively campaigning for immediate reform of existing legislation that limits the promotion of infant formula sales. The retailer insists that changes are essential to support families facing financial difficulties.
Existing regulations prevent consumers from purchasing infant formula using loyalty points, store gift cards, or food bank vouchers. Furthermore, stock nearing its expiry cannot be sold at reduced prices, a restriction Iceland finds unnecessary and harmful to financially strained families.
The government is also urged to reevaluate the Healthy Start vouchers, currently valued at £8.50 per week for infants up to one year old. Iceland argues this amount is insufficient given the recent surge in prices, suggesting that a revision could provide significant relief to parents.
In its efforts to alleviate these financial pressures, Iceland has already implemented a substantial price reduction on their infant product range, including infant, follow-on, and toddler formulas, lowering prices by over 20%. This reduction is part of a £26 million annual initiative aimed at keeping these essential products affordable.
An analytical study reveals a concerning statistic: 86% of parents are worried about their ability to afford essential nutrition for their infants. Richard Walker, Executive Chairman of Iceland Foods, supports this campaign by stating, ‘The benefits of breast feeding versus using infant formula aren’t up for debate: this is about supporting the choices of UK parents as they navigate the cost of living crisis.’
Iceland’s campaign underscores the urgent need for legislative reform to support families during economic hardship.
