Supermarket cuts price of baby formula to help parents with cost of living

manchestereveningnews.co.uk:

A supermarket has slashed the price of branded baby formula in a bid to help parents with the cost of living. Iceland announced on Tuesday (August 15) that customers will be able to purchase the essential for 'a significantly lower price' in its stores and Food Warehouse locations.

Iceland says the price of its own formula milk it sells has been reduced by over 20% in line with hundreds of other household staples, reports the Mirror.

The reduction applies to infant, follow-on and toddler milk formula products. The frozen food chain said the price drop will continue until at least the end of the year.

The price cuts come as part of Iceland's £26million annual investment to help keep prices low for shoppers. Try MEN Premium for FREE by clicking here for no ads, fun puzzles and brilliant new features. The move was made by the supermarket chain as results from a recent study by the Food Foundation found that 86% of 18 to 35 year olds who have a child under the age of one are concerned about the rising costs of infant formula.