As the cost-of-living crisis escalates, parents face increasing challenges in providing for their infants.
- Iceland Foods has reduced the price of baby formula by more than 20%, supporting parents.
- Research indicates that 86% of young parents are worried about the growing expenses of infant formula.
- Many parents believe supermarkets are not doing enough, leading to risky practices such as diluting formula.
- Iceland’s initiative is part of a £26m investment to lower prices across hundreds of products.
In response to the ongoing cost-of-living crisis, Iceland Foods has taken significant steps to support parents by reducing the price of baby formula by over 20%. This decision is in line with Iceland’s broader strategy to make household staples more affordable through a £26 million annual investment.
Research conducted by Iceland reveals that an overwhelming 86% of young parents with children under one year old are increasingly anxious about the rising costs of infant formula. This concern is compounded by feelings that supermarkets are not adequately addressing their needs, with nearly 80% of parents expressing dissatisfaction.
The concerning findings also highlight worrying trends where parents, under financial strain, have resorted to reducing the frequency of feeds, disregarding best before dates, or excessively diluting powdered infant formula. Such actions pose considerable health risks to infants.
Richard Walker, the Executive Chairman of Iceland Foods, emphasises the need to ensure accessibility of baby formula, stating that supermarkets have a responsibility to prevent parents from worrying about feeding their babies. He asserts, “Reducing the price on formula is the right thing to do to support our customers.”
This price reduction is part of a broader summer savings initiative by Iceland, which includes slashing the prices of 200 products. It comes at a time when 54% of parents are looking to cut back on summer expenses to ensure there is sufficient food for their families.
Iceland Foods’ price reduction on baby formula is a crucial step in helping parents during challenging times.
