Parents can now buy baby formula with loyalty points and vouchers in new government crackdown

Parents will now be able to use loyalty points, vouchers, gift cards and coupons to buy baby formula, a change that could save families hundreds of pounds.

Until now, you couldn’t use store promotions on baby formula because of legislation designed to encourage breastfeeding.

But the government has updated the rules, and for the first time you can include infant formula in these offers.

Retailers will receive guidance confirming the change so you can start using your benefits right away.

How much could you save?

According to the government, being able to use loyalty points and vouchers could put around £500 back in your pocket before your baby turns one.

Why is this happening?

The change comes ahead of the government’s new Child Poverty Strategy, following the chancellor’s recent move to lift 450,000 children out of poverty by scrapping the two-child benefit cap.

Ministers say this update will support you if you don’t breastfeed, helping you give your baby the best start in life without facing unnecessary financial pressure.

The shift also follows a Competition and Markets Authority study showing that parents are often influenced by branding and marketing to believe expensive formula is more nutritious.

But the NHS is clear that all infant formula sold in the UK must meet the same legal standards, meaning every option supports a baby’s growth and development equally.

With that reassurance, the government says the new rules will make it easier for parents to choose more affordable brands without worrying about nutrition.

When will you see the changes?

You can start using loyalty points, gift cards, coupons and vouchers now to buy infant formula.

Additional measures on baby formula will be developed as part of the Child Poverty Strategy, which will be published soon.