In a move to address the scrutiny on the cost of infant formula in the UK, UK retailer Iceland Foods is reducing the price of Nestlé baby milk products.
Effective from today (27 February), Nestlé’s SMA brand products – the Little Steps First Infant formula and the Follow-on Milk – will be available for £7.95 ($10.08) in The Food Warehouse stores and on Iceland’s website.
The retailer aims to spread this price reduction across all Iceland stores in the future and has expressed the need for a relaxation in the restrictions on infant formula promotions in the UK.
Comparing its prices to other supermarkets, Iceland states that the new price is the cheapest in the market, undercutting German discounter Aldi’s Mamia brand by £1.80.
Richard Walker, executive chairman of Iceland Foods, emphasizes the company’s commitment to taking action and pressuring manufacturers and regulators to bring prices down.