New rules mean you can now use loyalty points on baby formula – and it could save you £500
An expert explains what the UK’s baby formula reforms really mean for your family budget – and whether premium formula is still worth it
Buying formula just got a lot more budget-friendly. A recent UK government reform means you can now use loyalty points, vouchers, gift cards and coupons to pay for baby formula – a change that could save parents up to £500 before their baby’s first birthday.
The new guidance comes after the Competition and Markets Authority found that parents were often steered towards pricier products without realising that, legally, all UK infant formula must meet the same nutritional standards.
So, is it finally time to stop splashing out on premium formula? We spoke to baby formula expert Chris Smith, Operations Manager at specialist retailer Formuland, to break down what these changes really mean for your wallet – and for your baby’s health.
What’s actually changed with baby formula shopping?
Under the new rules, supermarkets and other retailers must now allow customers to use loyalty points, vouchers, gift cards and coupons to pay for formula milk. Until now, many stores blocked these savings options due to strict (and sometimes confusing) marketing laws around formula.
“The reforms address a real problem in the formula market,” says Chris Smith from Formuland. “The Competition and Markets Authority found that a lot of parents were choosing more expensive products because they assumed higher prices meant better quality. In reality, by law, all infant formula sold in the UK must meet the same nutritional standards.”
The government's update is designed to make formula shopping fairer and clearer – especially for parents already under financial pressure. And the potential saving? A huge £500 in the first year of your baby’s life, according to official estimates.
Why this matters for your family budget
Formula can be a major cost in your baby’s first year – with Which? research putting the average six-month spend anywhere between £204 and nearly £400. For parents using premium formulas, that figure can double over 12 months.
“These savings can make a real difference to household budgets,” Chris explains. “For millions of families, £500 is the equivalent of several weeks’ worth of groceries or a significant contribution toward other essential baby items.”
The reforms also clarify that no brand of infant formula is nutritionally better than another – unless your baby has a medical condition that requires a specialist version (more on that below).
“What these reforms really do is level the playing field,” says Chris. “They empower parents to make informed decisions based on their family’s needs and budget, rather than being swayed by premium packaging or vague marketing messages about quality differences that don’t actually exist in terms of nutrition.”
So… is premium formula still worth it in 2025?
In short: it depends. If your baby has no allergies or specific dietary needs, the NHS confirms that all standard UK formulas will support healthy growth and development.
“From a basic nutritional standpoint, a £7 tin and a £14 tin both meet the same regulatory requirements,” Chris says.
That’s because all infant formula sold in the UK must legally contain essential nutrients like protein, fats, carbohydrates, vitamins and minerals, in amounts regulated by law.
But there are a few cases where spending more might make sense:
When premium formula might be worth the extra
Organic preferences
Some parents choose organic formula for peace of mind about how the ingredients are sourced – but this is a lifestyle choice rather than a nutritional necessity.
Specialist dietary needs
If your baby has a diagnosed allergy or intolerance – such as a cow’s milk protein allergy or lactose intolerance – you may need a hypoallergenic or goat’s milk-based formula, which often comes at a higher price.
For babies with specific health needs, specialist formula is worth every penny. If your baby has a diagnosed cow’s milk protein allergy, for instance, you’ll need a specialist hypoallergenic formula regardless of cost.
Added ingredients
Some premium formulas include optional extras like specific prebiotics, probiotics, or added omega-3s such as DHA and ARA – which may appeal to some parents, even though they’re not required for basic nutrition.
When it’s not worth it
For most healthy, full-term babies, the answer is clear: standard formula offers everything your baby needs at a lower cost.
“If your baby is thriving on a standard formula, there’s absolutely no nutritional reason to switch to a premium option,” Chris advises.
In fact, the NHS is clear that all formulas sold in the UK are suitable – and that premium packaging or higher price tags don’t mean a better product.
“Parents should feel confident in their choice of formula based on their budget and their baby’s individual needs,” says Chris. “The reforms give parents the information they need to make these decisions without feeling pressured by marketing tactics or price assumptions.”
What this means for your baby budget
With families now able to use loyalty points and vouchers, and with more clarity around formula standards, many parents will be able to spend less on feeding without sacrificing quality.
And those savings – potentially up to £500 – could go towards nappies, weaning gear, buggy upgrades or baby classes.
It’s welcome news in a year where the cost of living is still high – and a reminder that, when it comes to formula, “best” doesn’t always mean “most expensive”.
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Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.