Parents in the UK could be one step closer to finding affordable ways to buy baby formula, after Metro.co.uk’s Formula for Change petition hit over 50,000 signatures.
Created with family support charity Feed, the campaign is calling on the government to change outdated guidelines on how baby formula can be purchased, especially in light of skyrocketing prices amid the cost-of-living crisis.
Under current rules, formula milk products fall into the same category as tobacco and lottery items and aren’t available to buy with cash alternatives.
As a result, cash-strapped families can’t pay for a tub of baby formula using a loyalty card or coupons and retailers are banned from promoting it in any buy-one-get-one-free deal. Although some supermarkets now allow gift vouchers to be used, not all do.
Influencer Ladbabymum – real name Roxanne Hoyle – is the latest famous face to back our Formula for Change campaign.
‘I do feel like it can change a lot of mum’s lives in the UK if we can get enough people to sign it’ Roxanne told her 1.3 million Instagram followers recently.
Fellow well-known supporters include Katherine Ryan, Ashley James and Michelle Heaton, alongside MP Preet Gill and MSP Monica Lennon.
Our 50,000 signature milestone comes just as the World Health Organisation (WHO) joined demands to take action over the price escalation of baby formula.
Companies are ‘exploiting’ vulnerable British families, WHO declared, calling out the ‘profit-driven’ manufacturers for ‘manipulating the price’ of their products – with even the cheapest brand increasing by 45% in the past two years.
Many baby banks in the UK have also spoken out about the difficulties of meeting the demand for formula as the cost of living crisis worsens.
Alison Reynolds, who co-runs the Little Smarties Baby Bank in Cardiff told Metro.co.uk: ‘People end up in circumstances that aren’t their fault, they deserve to have help on hand instead of having to reach out.’
Since Formula For Change was launched earlier this year, it has received the backing of the Labour Party who challenged the ‘outdated’ rules in place, along with Richard Walker, CEO of Iceland, who decided to ‘illegally accept vouchers’ in his stores to help struggling families buy baby formula.
Just last month, Formula for Change was awarded the prestigious Making A Difference award, which was voted for by the public, in recognition of our drive for change.
FORMULA FOR CHANGE: HOW YOU CAN HELP
Join Metro.co.uk and Feed in calling on the government to urgently review their infant formula legislation and give retailers the green light to accept loyalty points, all food bank vouchers and store gift cards as payment for infant formula.
Our aim is to take our petition to No.10 to show the Prime Minister this is an issue that can no longer be ignored.
The more signatures we get, the louder our voice, so please click here to sign our Formula for Change petition.
Things need to change NOW.
Do you have a story you’d like to share? Get in touch by emailing Kirsten.Robertson@metro.co.uk
Share your views in the comments below.
READ MORE: Baby formula companies ‘manipulating prices’ for vulnerable UK families, WHO says
READ MORE: Labour vows to change ‘outdated and damaging’ restrictions on baby formula
