The boss of Iceland, Richard Walker, has written to MPs proposing an amendment to the competition bill currently going through parliament that would remove the ban on advertising in stores, free samples, discount promotions and any other promotional activity to induce the sale of an infant formula.
The Competition and Markets Authority found parents could save as much as £500 a year by switching brands but were reluctant to do so while competition was hampered because only one own-label alternative existed from the cut-price chain Aldi. Families could also be buying more formula than required, the CMA said, as manufacturers' feeding volume guides were systematically higher than those recommended by the Scientific Advisory Committee on Nutrition.
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