🚨Important report 🚨Important recommendation Plain/Generic labelling to be used on infant formula in hospitals-ALL are nutritionally equivalent Ripped-off parents pay for #BigFormula posh packaging & aggressive advertising➡️ 💷Big Profits💷 Baby Friendly UK Baby Milk Action

Welcome recs from Competition & Markets Authority following an investigation made possible using our infant formula price monitoring data. ✅Stronger labelling & ad rules. ✅Labelling enforcement. ✅Sharing the 🔑 message that all infant formula are nutritionally sufficient. ✅Plain labels in NHS.

Competition & Markets Authority Great to see respect of the need to protect #breastfeeding Fuller reaction in our press release firststepsnutrition.org/press

🚨 Competition & Markets Authority calls for sweeping changes to the #babyformula industry Formula prices have soared 30% since 2021, yet companies continue to maintain high profits. Now, CMA confirms that misleading marketing tactics are driving up costs for parents. 📺 Watch Katie Pereira-Kotze on BBC

speaking on BBC Breakfast, Katie Pereira-Kotze from First Steps Nutrition Trust & the BFLG-UK explained how: 📌 Formula companies use branding & pricing tactics to make parents believe expensive products are better. 📌 Prices have increased far beyond inflation, even in a cost of living crisis

The CMA’s final report exposes a broken system that puts industry profits over parents. Their recommendations to government include: ✅ Extending the advertising ban to follow-on formulas ✅ Ensuring clearer, evidence-based information for parents ✅ Improving price transparency

For too long, the conversation has focused on parents, while the industry goes unchecked. First Steps Nutrition Trust & the BFLG-UK have been working to shift the focus—placing scrutiny where it belongs: on formula companies.

The CMA report is clear: marketing tactics must change, and prices must be fair. Formula is an essential product, not a premium one—parents deserve transparency.

Quotes from us in: "Can the CMA save parents from infant formula confusion?" thegrocer.co.uk/analysis-and-f… More on this from us: firststepsnutrition.org/news 👀A full position from BFLG-UK (for whom we act as secretariat) will be published following consultation with all 38 members

Well worth a 👂 for a low down on Competition & Markets Authority #formula market study. Strongly support the view that price promotions on formula milks are NOT appropriate + action to enable families who use formula to do so safely needs to take place alongside actions to enable #breastfeeding 🤱🏼

Ty ⁦Jess Brown-Fuller MP⁩ for a passionate speech calling for action to enable #breastfeeding & support for all families in their infant feeding journeys, because babies matter too! #childrensfood25 ⁦BFLG-UK⁩

Fabulous piece by a wonderful early years nutrition advocate Jess Brown-Fuller MP 👏 Political opinion with Jess Brown-Fuller MP: Building a healthier future for our children sussexexpress.co.uk/news/opinion/p… BFLG-UK

Our new paper is out now - Investigating the marketing of bottles and teats designed to replicate #breastfeeding and the evidence (lack of) which underpins their features onlinelibrary.wiley.com/doi/10.1111/mc… Dr Kathryn Bould BeckySelf LJMUHealth LJMUResearchSupport

In a recent statement, the International Confederation of Midwives emphasised that #midwives must remain vigilant against unethical marketing practices by the commercial milk formula industry and prioritise evidence-based support for breastfeeding parents boobingit.com/midwives-must-…

🌸 This #MothersDay, we’re teaming up with Leicester Mammas to highlight the need for stronger breastfeeding support, better maternity rights, and tighter regulations on commercial baby food marketing in this powerful blog 💕 Check it out⬇️ sustainweb.org/blogs/mar30-mo…