Morrisons has made a key change, allowing customers to redeem loyalty vouchers for baby formula, a major goal of Metro’s Formula For Change campaign with charity Feed. Shoppers can now use More Card Fivers (£5 vouchers) on first baby formula milk.
This follows a recommendation from the Competition and Markets Authority (CMA), which recently stated that parents should be able to use loyalty points and vouchers for infant formula. Metro and Feed have urged the government to update regulations to support this.
With baby formula prices rising by 25% in the last two years, Morrisons’ decision is seen as a win for families struggling to afford formula. However, a 2007 CMA regulation still prevents shoppers from earning points on baby formula purchases.
Kate Lavery, Director of Loyalty at Morrisons, said the change aims to help parents save on essential formula purchases. The CMA’s latest report highlighted ways to save, such as switching to cheaper brands and offering clearer information on formula options.
Metro’s Deputy Editor, Claire Wilson, welcomed the move, hoping other retailers will follow suit. Baby bank Little Village also praised the decision but emphasized the need for further action to tackle the rising cost of formula and child poverty.
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