For years, parents across the United Kingdom have felt the pinch as the cost of feeding their babies with infant formula has soared. With prices for a standard tin now sitting between £12 and £15, many families have found themselves making tough choices—some even watering down formula or skipping other essentials just to afford the next tub. But as of December 3, 2025, a significant change is on the horizon: the UK government has announced that supermarket loyalty points, gift vouchers, and similar rewards can now be used to buy infant formula, offering a welcome lifeline to parents struggling with rising prices.
This new rule, reported by BBC and echoed by Skint Dad and The Guardian, comes after years of confusion and frustration for families. Previously, strict regulations around advertising baby milk meant that supermarkets were wary of allowing loyalty points or vouchers to be used toward infant formula purchases. Even if a parent had a full balance of points, the system would simply block the transaction at the till, leaving families to shoulder the entire cost out of pocket.
Now, that barrier has been lifted. Parents shopping at all major UK supermarkets—including Tesco Clubcard, Nectar, Asda Rewards, Lidl Plus, and myWaitrose—will be able to use their loyalty points, gift cards, and digital vouchers to pay for infant formula, provided the retailer enables the feature. Whether those rewards cover the whole price or just a portion, the checkout process will treat formula like any other essential item. It’s a practical shift that many parents have eagerly awaited, finally allowing them to use the savings they’ve already earned on one of the most significant expenses of early parenthood.
This change couldn’t come at a better time. According to the Competition and Markets Authority (CMA), the baby formula market is dominated by just three companies—Danone, Kendal, and Nestle—which together control about 90% of the market. Weak competition has allowed prices to rise rapidly, leaving families with few alternatives. The CMA’s interim report from February 2025 highlighted that these advertising restrictions, while designed to encourage breastfeeding, have had the unintended consequence of stifling price competition, keeping prices high and limiting consumer options.
Officials estimate that families who cannot or choose not to breastfeed could save up to £500 per year by selecting cheaper brands and using loyalty schemes. As the CMA noted, the price difference between brands is so stark that simply switching to a less expensive formula could save families as much as £540 annually. With the new rules in place, even modest savings from loyalty points can add up, taking some of the sting out of the weekly shop during those crucial early months.
Sir Keir Starmer, announcing the change during Prime Minister’s Questions on December 3, emphasized the government’s commitment to tackling inflated formula costs. "Parents had for too long been pushed into spending more on infant formula than needed," he said, promising to give parents and carers "the confidence to access infant formula at more affordable prices… with clearer guidance for retailers and by helping new parents use loyalty points and vouchers." According to The Guardian, Starmer’s announcement was met with broad support, though Speaker Sir Lindsay Hoyle did chide him for making a policy declaration during PMQs.
Health Secretary Wes Streeting echoed these sentiments, stating, "It is not right that manufacturers had been able to package their products in ways that took advantage of new parents who are concerned about what is best for their baby. These new measures mean parents will have confidence in the formula they are buying, no matter the price, and can now make the most of supermarket loyalty schemes too."
The move has also garnered praise from leading charities and consumer advocates. Shereen Fisher, director of the Baby Friendly Initiative at UNICEF, described infant formula as "a basic necessity." She added, "For too long, families have faced inflated prices for this essential product. The CMA has shown that many formulas are vastly overpriced, with many families struggling as a result. Today’s announcement signals the first step to tackle these issues, improve affordability, and strengthen infant feeding support."
Similarly, Clare Murphy, chief executive of the infant feeding charity Feed, welcomed the clarification: "We are delighted to see clarification that there is no law preventing the use of vouchers and loyalty points in the purchase of infant formula, a ludicrous restriction that simply stigmatises and punishes families’ feeding decisions." Andrea Martinez-Inchausti of the British Retail Consortium called the government’s proposed next steps "sensible," expressing support for working through the details to implement the necessary changes.
Beyond the immediate financial relief, the rule change is part of a broader effort to provide clearer guidance and reassurance to parents. The CMA has pushed for all baby formula sold in the UK to meet strict nutritional standards, and for this information to be communicated more clearly on packaging and in stores. This is meant to dispel the misconception that more expensive brands offer superior nutrition—every formula on the shelf must adhere to the same rigorous requirements.
To further reduce confusion, retailers are now being instructed to keep all infant formula in one place, separate from follow-on milk. This should help parents avoid mix-ups, especially during those late-night runs when exhaustion is high and every minute counts. There are also plans in the works to restrict packaging claims that play on parental anxieties or make unprovable promises, with the government agreeing in principle to the CMA’s recommendations on this front.
Some concerns remain, of course. The original restrictions on promotions for infant formula were intended to encourage breastfeeding, which the NHS continues to recommend as the healthiest option for babies. The government has taken care to clarify that these changes do not constitute an endorsement of formula over breastfeeding, but rather seek to support families who need or choose to use formula by making it more affordable and accessible.
The authorities in all four devolved nations have agreed to the government’s response, and the CMA has stated that it stands ready to assist in implementing or advising on these new measures. As for parents, the impact will be felt right at the checkout. Instead of being blocked by outdated technical rules, families can now use their loyalty rewards to help cover the cost of a product that, for many, is simply non-negotiable.
In a climate where nearly everything seems to be getting more expensive, this rule change offers a rare bit of good news for families with young children. For those facing the relentless costs of infant formula, the ability to use loyalty points and vouchers could make the next shop a little lighter—and the months ahead a little easier.
