Iceland has today launched the latest move in its campaign to reduce the cost of baby formula in the market, working with leading infant feeding charity, Feed, to create the first-ever on shelf and online labelling that gives evidence-based information on infant formula nutrition to shoppers.
The new labels will be available online and in more than 190 The Food Warehouse stores, making it clear for parents that all infant formulas are nutritional equivalent, irrespective of brand or price.
This new partnership is a key step in Feed’s Formula for Change campaign, which tackles formula feeding stigma and advocates for transparency on the nutritional equivalency of formula products. It builds on Iceland’s efforts to make infant formula more affordable, having already led the way in driving price reductions across the market when it launched the cheapest formula last year and forced other retailers to drop their prices as a result.
Dr Erin Williams, Co-Founder and Director of Feed said: “Infant formula is an essential food and the only alternative to breast milk for babies, yet for too long, families have faced unnecessary financial pressure, misinformation, and stigma. Our Formula for Change campaign is focused on parents having access to unbiased, factual information and fairer prices.
“We’ve long advocated for point-of-sale information on formula, and it’s fantastic to see Iceland stepping up once again as a pioneer in the retail sector. This collaboration is an important moment in helping families make informed choices, showing them that the least expensive formulas are just as nutritious as the more expensive ones.
“Parents don’t have the time to read lengthy documents on nutritional equivalency. They need quick, clear reminders at the shelf. This label will make a real difference, and we hope other retailers will follow Iceland’s example.”
Richard Walker, Executive Chairman of Iceland Foods said: “At Iceland, we’ve been clear that parents shouldn’t have to pay over the odds for essential baby formula. We’ve already taken bold steps to bring prices down, but this next phase is about making sure parents have the facts.
“All first infant formulas are nutritionally the same, and families deserve to know that. This on-shelf labelling initiative with Feed is about delivering transparency, fairness, and real change in the formula market.”
The point-of-sale information in The Food Warehouse stores and online will take wording from Public Health Scotland and state: “First infant formula (stage 1) is all you need for your baby’s first year. By law, all first infant formulas must include the same ingredients, so all brands are nutritionally equivalent.”
Shoppers will have begun to see these in-store in The Food Warehouse from 14th February.
For more information on Feed’s Formula for Change campaign, please visit: https://www.feeduk.org/formula-for-change
