NHS-branded baby formula could prevent parents paying too much, watchdog says

CMA sets out potential measures, including price cap on retailers, to combat high prices and lack of choice

The government could offer its own low-cost baby formula under a brand such as the NHS to combat the high prices and lack of choice in the market, the UK competition watchdog has suggested.

The Competition and Markets Authority (CMA) said another backstop" measure could be for the government to regulate and set a price or profit-margin cap on retailers as a way to bring prices down for parents more quickly.