Formula savings boost for parents: Families can now use loyalty points and vouchers to buy baby milk

The change comes as part of a wider Child Poverty Strategy due later this week, and aims to reduce financial pressure on families, while giving parents greater choice and confidence when shopping for formula milk.

What’s changing for parents?

Under the new guidance, retailers will be able to accept non-cash payments like Tesco Clubcard points or Boots Advantage points for infant formula, as well as allow discounts via store vouchers and coupons — bringing the rules in line with how most other essentials are bought.

The government has also promised updated guidance on how infant formula is displayed in stores, in response to a study by the Competition and Markets Authority (CMA) which found many parents felt pushed towards more expensive products based on packaging or brand messaging.

Parents have been pushed into spending more on infant formula than needed — told they’re paying for better quality and left hundreds of pounds out of pocket

“We are changing that… with clearer guidance for retailers and by helping new parents use loyalty points and vouchers, together we could save them up to £500 before their child’s first birthday,” said Prime Minister Keir Starmer.

Why does this matter?

Formula feeding can be expensive — especially during a cost-of-living crisis. With the average cost of a tin of formula nearing £15, and babies typically needing several tins a month, families can spend more than £1,000 a year on infant milk alone.

The CMA’s investigation found that many parents “naturally wanting to do what is best for their baby” were choosing premium brands, assuming they must be higher quality. But this isn't necessarily the case.

According to NHS advice, “By law, all infant formula sold in the UK must meet the same standards, which means they are all suitable for your baby’s growth and development.”

This means the least expensive formula on the shelf is just as nutritionally complete as the most expensive — and the government hopes these new measures will help reassure parents of that.

New parents want the best for their baby, and it's wrong that vague on-pack messages are leaving families out of pocket for an essential product

“These new measures mean parents will have confidence in the formula they are buying, no matter the price, and can now make the most of supermarket loyalty schemes too,” said Health Secretary Wes Streeting.

Designed to support all feeding journeys

While the government continues to invest in breastfeeding support — including £18.5 million through its Family Hubs and Start for Life programme — today’s announcement is aimed at helping those who cannot or choose not to breastfeed.

Alongside changes to payment rules, the government is also looking at:

• Updating in-store and online product information to better support parent decision-making
• Reviewing formula milk marketing regulations, especially for follow-on formula
• Working across devolved governments to ensure consistent guidance UK-wide

Further action may be taken in future to tighten rules around advertising and label messaging.

What happens next?

These changes are now in effect, and retailers are expected to update their policies in line with the new guidance.

Parents can begin using loyalty points and store vouchers immediately where accepted — although it may take time for all supermarkets to fully roll out changes.

The full Child Poverty Strategy is expected to be published later this week, with more initiatives aimed at tackling rising costs for families.

“We’re taking action to help families who need it most — from cheaper formula, to free school meals, free childcare and breakfast clubs,” said the Prime Minister. “This is about giving every child the best start in life.”

Need-to-know: Formula milk changes at a glance

• You can now buy infant formula with:
  • Supermarket loyalty points (e.g. Clubcard, Advantage Card)
  • Gift cards
  • Vouchers and coupons
• No brand is ‘better’: All infant formula sold in the UK meets strict legal standards
• Changes aim to save families up to £500 during baby’s first year
• Display and marketing guidance for formula is also being reviewed