, customers will be able to buy formula milk at a 'significantly lower price' in its stores The frozen supermarket chain Iceland has slashed the price of the branded baby formula it sells to help parents with the cost of living. Iceland, which has over 800 branches across the UK, as well as 150 Food Warehouse stores, said as of today (August 15), customers will be able to buy formula milk at a 'significantly lower price' in its stores, as well as Food Warehouse stores. Iceland says the price of its own formula milk it sells has been reduced by over 20% in line with hundreds of other household staples. The reduction applies to infant, follow-on and toddler milk formula products which can be purchased in all Iceland and Food Warehouse stores. Iceland said the price drop will continue until at least the end of the year. The price cuts come as part of Iceland's £26million annual investment to help keep prices low for shoppers. The move was made by the supermarket chain as results from a recent study by the Food Foundation found that 86% of 18 to 35 year olds who have a child under the age of one are concerned about the rising costs of infant formula. Around 80% also believed that supermarkets were not going enough to help parents feed their children. The retailer also cited "recent alarming reports" of parents reducing the frequency of feeding, ignoring best before dates, or over-diluting the powder as another reason for the move. Iceland hopes the new significantly lower price of formula milk in its stores will give real help to these families who are struggling to afford to feed their babies during the cost of living crisis. Data from First Steps Nutrition published in May revealed that the price of the cheapest brand of formula has increased in price by 45%in the last two years, putting even more pressure on new parents to provide for their new born c){kind=link}
Iceland, which has over 800 branches across the UK, as well as 150 Food Warehouse stores, said as of today (August 15), customers will be able to buy formula milk at a “significantly lower price” in its stores
The frozen supermarket chain Iceland has slashed the price of the branded baby formula it sells to help parents with the cost of living.
Iceland, which has over 800 branches across the UK, as well as 150 Food Warehouse stores, said as of today (August 15), customers will be able to buy formula milk at a “significantly lower price” in its stores, as well as Food Warehouse stores. Iceland says the price of its own formula milk it sells has been reduced by over 20% in line with hundreds of other household staples.
The reduction applies to infant, follow-on and toddler milk formula products which can be purchased in all Iceland and Food Warehouse stores. Iceland said the price drop will continue until at least the end of the year.
The price cuts come as part of Iceland’s £26million annual investment to help keep prices low for shoppers. The move was made by the supermarket chain as results from a recent study by the Food Foundation found that 86% of 18 to 35 year olds who have a child under the age of one are concerned about the rising costs of infant formula. Around 80% also believed that supermarkets were not going enough to help parents feed their children.