TL;DR: UK Parents Can Now Use Supermarket Loyalty Points for Baby Formula
Starting December 3, 2025, UK supermarket loyalty schemes like Tesco Clubcard and Boots Advantage card now include baby formula purchases, helping parents save money during rising living costs.
• Previously restricted like tobacco, formula purchases can now earn rewards such as points or vouchers.
• This change reduces financial pressure, especially for low-income families, while maintaining strict nutritional standards.
• Retailers like Aldi are supporting parents with price freezes and better in-store transparency.
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In a transformative move for many UK families, the government has officially allowed supermarket loyalty schemes, such as vouchers and points, to be used on baby formula purchases. This decision, finalized on December 3, 2025, marks a significant shift aimed at easing financial pressures for parents who rely on formula for infant feeding.
What’s Changing and Why It Matters
Up until now, UK regulations classified baby formula under similar restrictions to tobacco and lottery tickets, restricting promotional deals like discounts or loyalty rewards. These rules, designed to encourage breastfeeding, inadvertently raised the financial burden for families who chose formula feeding.
The Competition and Markets Authority (CMA) highlighted this issue in their February 2025 report. They noted that restrictive marketing laws hindered competition, causing parents to overspend on expensive formula brands. In fact, families sticking to premium labels were potentially spending up to £540 more per year than those opting for equally nutritious yet cheaper alternatives. Supermarkets, confused about the legality of applying loyalty points to formula purchases, had avoided offering such benefits entirely.
The new policy clarifies that supermarket loyalty schemes like Clubcard points, vouchers, and discounts can now apply to baby formula, enabling parents to reap savings while ensuring high nutrition standards for their children. This adjustment, part of the broader Child Poverty Strategy, specifically aims to reduce financial hardship for lower-income families.
The Impact on Families and Markets
Parents already experiencing the financial strain of rising formula prices, currently ranging between £12 and £15 per standard tin, can breathe a sigh of relief. With UK regulations ensuring that all infant formulas meet strict nutritional requirements, families can feel more confident purchasing budget-friendly options.
Key voices in child welfare and retail have celebrated the announcement. UNICEF’s Baby Friendly Initiative and charities like Feed UK described the move as a step toward destigmatizing formula feeding. Retailers, including Aldi, which remains committed to freezing prices of their Mamia First Infant Formula until 2026, are also welcoming the change as an opportunity to provide greater value to customers without compromising quality. Some stores are further exploring adjustments like clearer formula labeling and uniform shelf placement to simplify decision-making for parents.
What’s Next for Parents?
While this change doesn’t provide outright price cuts, families can now earn loyalty points when purchasing formula, ultimately reducing their expenses through redeemed rewards. For instance, someone using Tesco’s Clubcard points or Boots’ Advantage card will now have the flexibility to spend those rewards on formula supplies.
The government’s broader plan includes working with retailers to group all infant formula types together in stores, ensuring transparency on nutritional equivalency between brands, and restricting misleading advertising by formula companies.
Expert Perspectives on the Move
Commenting on the change, Shereen Fisher from UNICEF shared, “Formula feeding is a valid and essential part of many families’ lives, and access should not create undue financial stress. Simplifying choices and allowing points systems reduces the stigma parents often feel.”
Retail leaders echoed similar sentiments. Andrea Martinez-Inchausti of the British Retail Consortium noted, “Empowering parents with reliable information and flexibility in choices is key. This initiative meets that need.”
A Broader Trend Towards Affordability
This move reflects a broader push toward tackling child poverty and mitigating the UK’s rising cost-of-living crisis. It also signals a shift away from strictly focusing on breastfeeding promotion to addressing the practical needs of diverse families. The CMA’s next steps could include tackling exaggerated claims on formula packaging and revising marketing codes for both infant and follow-on formulas.
Final Thoughts
Families relying on baby formula in the UK can finally enjoy tangible financial support through supermarket loyalty schemes. While the change doesn’t directly lower retail prices, it alleviates some budget pressures for parents grappling with the high costs of infant feeding.
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Frequently Asked Questions About Supermarket Loyalty Discounts on Baby Formula
What changes have been made regarding loyalty discounts on baby formula in the UK?
As of December 3, 2025, the UK government has officially allowed supermarket loyalty schemes, such as vouchers and points, to apply to infant formula purchases. Previously, regulations banning promotions on formula were in place to encourage breastfeeding, but they inadvertently increased costs for families who rely on formula. The new changes aim to ease financial burdens for parents, allowing families to save money through loyalty points and vouchers. For example, parents using Tesco’s Clubcard points or Boots’ Advantage card can now redeem rewards for formula, saving up to £500 annually. This decision also addresses price disparities between infant formula brands to help parents make budget-friendly choices confidently. Learn more about this change.
Why were discounts on baby formula restricted before?
Previously, promotional bans on baby formula were intended to promote breastfeeding, as it is often considered healthier for infants. Regulations categorized formula similarly to restricted items like tobacco and lottery tickets, preventing loyalty rewards or discounts. Though well-meaning, these restrictions unintentionally placed significant financial pressure on parents who couldn’t breastfeed or chose to use formula. The restrictions also limited price competition among formula brands, leading to families overspending by as much as £540 each year. The removal of these bans aims to balance breastfeeding advocacy with the practical needs of formula-fed families.
Does this move mean formula will now be cheaper in stores?
No, the new policy does not directly reduce formula prices. Parents can, however, earn loyalty points or use vouchers to purchase formula, leading to savings in the long run through redeemed rewards. For example, families shopping at loyalty-program-friendly supermarkets like Tesco or Boots can accumulate points while purchasing formula and later redeem them on essential goods. The change promotes affordability and flexibility without altering retail pricing directly.
How much could a family save by using supermarket loyalty points for formula?
According to the Competition and Markets Authority (CMA), families who used loyalty points and budget-conscious shopping could save up to £540 annually when choosing formulas from lower-cost brands. By earning and redeeming points on infant formula supplies, parents can stretch their budgets significantly, particularly as formula prices range between £12 and £15 per tin. Savings will vary depending on shopping habits and loyalty program participation. Explore more detailed insights.
Do discounts and loyalty points affect the quality of baby formula?
No, all infant formula available in the UK, regardless of brand or price, must adhere to strict nutritional guidelines set by UK health authorities. This ensures that even budget-friendly formulas meet the same nutritional standards as premium brands. The policy change increases transparency and empowers parents to confidently choose more affordable formulas without compromising on quality.
What steps are being taken to help families make informed choices on formula?
The UK government’s broader strategy includes grouping all infant formulas together on store shelves and providing clearer labeling to help families compare brands easily. Retailers are also encouraged to clarify nutritional equivalency between products to dispel myths about expensive formulas being “better.” The Competition and Markets Authority is also working to address misleading advertising by formula companies, ensuring parents receive accurate information about their options.
How is this policy part of the larger child poverty strategy?
Allowing loyalty points and vouchers on baby formula is a direct response to the UK’s rising cost-of-living crisis and aims to reduce financial pressures on low-income families. By incorporating formula into loyalty reward systems, the government seeks to tackle child poverty while ensuring parents have access to affordable infant nutrition solutions. The initiative is designed to promote cost parity and extend savings to a broader spectrum of families.
How are retailers and advocacy groups responding to this new policy?
Retailers have welcomed the decision, with some, like Aldi, taking additional steps by freezing prices on their budget infant formula. Advocacy groups, including UNICEF and Feed UK, have also praised the move for its potential to reduce formula-related stigma while easing financial struggles for formula-feeding parents. This collaborative effort is expected to create a more inclusive landscape for all families regardless of feeding methods. Discover more reactions.
Can parents benefit from other resources that help alleviate child-feeding costs?
Yes, organizations such as Feed UK and UNICEF offer tools and advice for affordable infant feeding solutions. For families who are dining out, accessing nutrient-packed, budget-friendly meals is essential. Platforms like MELA AI provide curated restaurant options in Malta and Gozo that prioritize healthy, family-friendly meals. Recognized restaurants are reviewed for their commitment to health-conscious practices, ensuring families can find dining experiences that support their nutritional goals.
How can I find family-friendly and health-conscious restaurants through MELA AI?
If you’re looking for restaurants that cater to families or maintain high nutritional standards, platforms like MELA AI – Malta Restaurants Directory are invaluable. MELA AI offers a rating system identifying establishments in Malta and Gozo that create healthier dining experiences. This platform allows you to explore restaurants with menus designed to meet diverse dietary needs, making it easier to enjoy nutrient-packed meals for both parents and children.
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp’s expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
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Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
