Iceland has announced it will be cutting the price of its formula milk range by more than 20% in an effort to help support people with young children through the cost of living crisis.

The reduction applies to the budget supermarket’s infant, follow-on and toddler milk formula products, which can be found in its own stores or at its Food Warehouse outlets.

Last month, Metro launched its Formula For Change campaign in partnership with the family support charity Feed, taking aim at the rapidly inflating prices of baby formula in shops across the UK.

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Our petition, which calls for the government to give retailers the green light to accept loyalty points, grocery vouchers and store gift cards as payment for the essential, recently passed the milestone of 40,000 signatures.

In the past two years, the price of the cheapest brand of formula has increased by 45%, according to research by First Steps Nutrition.

Iceland said 86% of 18-35 year olds who have a child under one are concerned about souring costs, with 80% wishing that supermarkets would do more to help them afford to feed their babies.

The retailer cited ‘recent alarming reports’ of parents reducing the frequency of feeding, ignoring best before dates, or over-diluting the powder.

Richard Walker, executive chairman of Iceland Foods, said the business was ‘just not willing to have that on our conscience’, and that reducing the price was ‘the right thing to do to support our customers’.

He added: ‘If parents cannot breast feed or choose to use formula for whatever reason, we need to ensure it is accessible for them.’

Signatories to the Metro campaign petition have included Katherine Ryan, Ashley James and Michelle Heaton.

‘I may have breastfed as a mum but I support all mums whatever their feeding journey,’ comedian Katherine, a mother-of-three, told Metro.co.uk.

‘The fact that there’s no way for families to make formula cheaper or work with their budget with loyalty rewards, price promotions or even vouchers just isn’t okay,’ she added.

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