Parents could one day be able to buy NHS-branded baby formula at a lower cost than those offered by existing manufacturers, as part of an effort to stop companies charging too much.
The Competition and Markets Authority (CMA) said on Friday that the baby-formula market, dominated by Danone, Kendamil and Nestlé, which together make up more than 90 per cent of sales, “appear[s] to be contributing to parents paying over the odds”.
It said companies had “limited incentives” to compete on price under existing rules, with parents often assuming that more expensive products mean higher-quality baby formula for children. The CMA said the UK needed better public-health messaging to help parents choose between brands.
One suggested solution was for the government to “procure infant formula