UK watchdog proposes sweeping changes for baby formula industry

Suggestions include standardised packaging in hospitals to tackle power of branding but CMA decides against price cap

Baby formula could be placed in standardised packaging in hospitals, the UK competition watchdog has suggested, while parents should be allowed to use gift vouchers and loyalty card points to buy formula milk, as part of efforts to combat soaring prices and lack of choice in the market.

Labelling of infant formula in hospitals or other healthcare locations should be standardised, the Competition and Markets Authority (CMA) suggested, with formula put into non-branded containers to tackle the power of marketing, or the NHS could offer its own variety.