New policy paper: Joint Government response to CMA formula market study
On 3 December 2025, the Government published its joint response to the Competition and Markets Authority (CMA) infant and follow-on formula market study. The joint response was compiled by the UK, Scottish and Welsh governments (including the Department of Health and Social Care (DHSC), Public Health Scotland, Public Health Wales), Food Standards Scotland, and the Department of Health and Food Standards Agency in Northern Ireland.
It is significant that the government have formally acknowledged the longstanding issues with the formula market in the UK, relating to marketing, pricing and retail practices which undermine public health infant feeding recommendations. The government made several notable, positive commitments for which they should be praised. However, the current response relies on a non-legislative package of measures, and it our view that further actions will be needed in the short term to deliver meaningful impact for families and babies, especially those on low incomes.
The Government accepted (“in principle”) six of the CMA’s 11 recommendations, committed to “further work” on three and rejected two recommendations. The CMA had indicated that governments may wish to consider price controls for infant formula as a backstop option, if the CMA’s proposed package of measures does not achieve the desired market outcomes and if the impact on consumer outcomes is insufficient within a reasonable timeframe. Unfortunately, the government response does not mention this potential future option. We feel it is critical that an adequate timeframe is determined for when this be reviewed, and detail should be provided on how impacts will be monitored. If infant formula prices remain high in mid-2026 (and we have identified increases in the prices of some formula milk products, as described above in Infant milk news ), a formal assessment should be conducted on the need for and feasibility of implementing more direct measures to improve formula affordability (such as price controls through profit caps).
It is important that, for the six recommendations accepted in principle, these should be implemented in a timely manner, with further detail provided on the indicators to be used for monitoring impact and whether further steps are required. For the three recommendations requiring further work, there should be clarification on the next steps to strengthen labelling and advertising rules, and clear timelines for how this will be conducted. The goal should be stronger regulations in line with ‘the Code’, placing restrictions on advertising of all formula milks marketed for use up to 3 years, and proper enforcement. This would put children’s wellbeing above commercial interests. We will shortly be sharing a comprehensive BFLG-UK statement on the Government response to the CMA report, which will be available on the BFLG-UK website here.