Infant Foods

Infant formula legislation sets robust nutritional and compositional standards to ensure that all infant formula meets the nutritional needs of babies for healthy growth and development, irrespective of brand or price. The legislation also restricts the marketing and promotion of infant formula so as not to discourage breastfeeding. This is in line with our international commitments to support the World Health Organisation International Code of Marketing of Breastmilk Substitutes to promote breastfeeding.

The Department has published guidance on infant and follow-on formula and food for special medical purposes, including specialist infant formulas, which advises businesses on the implementation of the regulations. Loyalty and reward card schemes vary between retailers, and it is for businesses to ensure that their activities are in compliance with the regulations on a case by case basis.

The Competition and Markets Authority (CMA) is undertaking a market study into competition in the infant formula sector in the United Kingdom. It is gathering evidence on: consumer behaviour, the drivers of choice, and the information and advice available to consumers to support their decisions; the role of the regulatory framework and its enforcement in influencing market outcomes; and the supply-side features of the market such as barriers to entry and expansion. The CMA’s market study is expected to publish an interim report in October 2024. We look forward to the CMA’s interim report into this issue and we will carefully consider any findings and recommendations for the regulatory framework for infant formula.