Parents should be allowed to buy baby milk formulas using loyalty points and vouchers, said the regulator after a market survey.
Restrictions on price promotions and the formulas should remain in place so that mothers are not discouraged from breastfeeding, said competition and authority markets (CMA).
But people should be allowed to use points, gift cards and good ones to get the most out of their money, its managing director at the BBC told.
The regulator has also said that the formula should have standardized packaging in hospitals as part of a number of recommendations designed to improve the market.
Parents are currently faced with “bad results” because of how the baby milk market works, said the CMA.
Baby milk brands often offer hospitals a formula lower than the cost, because once parents are starting to use a brand, they tend to stick to this.
Standardized packaging in hospitals “would eliminate” this influence of the brand.
Parents also feel guilty of using low -cost brands because they think they are somehow lower – but they have the same nutritional value as the most expensive options, the AMC said.
He added that households could save £ 300 per year by changing.
The regulator has also recommended that supermarkets allow people to know that all infant preparations have the right nutrients for babies, and that information should also be on baby milk labels.
The retailers should also facilitate the comparison of parents’ prices, and the prohibition of advertising must be extended to include the follow -up formula.
