UK Government Announces New Measures to Reduce Child Poverty and Cut Costs for Families on Infant Formula.
London:
In a major step toward reducing child poverty and easing financial pressure on new parents, the UK Government has introduced a series of measures aimed at lowering the cost of infant formula and improving nationwide breastfeeding and infant feeding support.
Under the new policy, parents will be able to choose lower-priced infant formula products, all of which meet required nutritional standards, without being misled by packaging claims or marketing tactics. The government aims to put hundreds of pounds back into the pockets of families by ensuring greater transparency and fairness in the infant formula market. Parents will also now be able to benefit from supermarket loyalty schemes, which were previously restricted for some formula products.
Alongside these pricing reforms, the government is investing £18.5 million this year in infant feeding and breastfeeding services through the Family Hubs and Start for Life programme. This funding supports 75 local authorities in England with the highest levels of deprivation and is designed to improve health outcomes, early childhood nutrition, and reduce inequalities among children and families.
To strengthen nationwide support, the National Breastfeeding Helpline has been expanded to provide 24/7 assistance for families across the UK, ensuring help is available at any time for new mothers and caregivers seeking guidance.
Health and Social Care Secretary Wes Streeting emphasised that parents should not be misled by formula manufacturers’ marketing strategies.
“New parents want the best for their baby, and it’s wrong that vague on-pack messages are leaving families out of pocket for an essential product,” Streeting said. He criticised manufacturers for packaging products in ways that exploit the instincts of new parents, reaffirming the government’s commitment to consumer protection and affordability.
“These new measures mean parents will have confidence in the formula they are buying, no matter the price,” he added. “This will put hundreds of pounds back into the pockets of parents… and is just one of the ways this government will end child poverty.”
The government is also considering further enforcement measures and will work closely with devolved administrations and local authorities to update guidance on how infant formula products are marketed.
The UK Government, Scottish Government, Welsh Government, Food Standards Scotland, the Department of Health, and the Food Standards Agency in Northern Ireland will continue to collaborate on this package of measures. They plan to keep the reforms under review and evaluate whether additional actions are needed in the future.
The government’s initiative marks a significant push toward improving affordability, supporting early childhood nutrition, and advancing the broader mission of eliminating child poverty across the UK.
