Metro's Formula for Change campaign heads to Downing Street
Launched in 2023, our award-winning campaign has continued to raise awareness of the impact of soaring formula prices, which have rocketed by 25% in the past two years.
Under current guidelines, formula falls into the same category as tobacco and lottery items, and isn't available to purchase with cash alternatives. However, without loyalty points and grocery vouchers provided by local councils and food banks to those struggling the most, parents at the sharpest end of the cost-of-living crisis have few options.
Some families are even being forced into unsafe infant feeding practices that put their babies' health at risk, while others are formula foraging, or stealing formula to feed their children.
This is why the Formula for Change petition is urgently calling on the UK Government to review infant formula legislation and give retailers a clear green light to accept loyalty points, grocery vouchers provided by food banks and local authorities, and store gift cards as payment for infant formula.
While we know this measure alone won't solve the problem, it will increase options for families.
The Westminster visit follows the Competition and Markets Authority's recommendations that vouchers and loyalty points should be allowed when buying infant formula.Despite the CMA's suggestion, the government has yet to comment on the issue.
When a petition exceeds 100,000, it is considered for debate in Parliament, and today's milestone achievement saw key figures in the campaign's success visit No.10 to hand-deliver the document.
Metro deputy editor Claie Wilson, journalist Kat Romero and founder of Feed Dr Erin Williams headed to No. 10 with MP Chris Webb and celebrity supporters LadBaby's Mark Hoyle and wife Roxanne, who have been instrumental in the campaign by garnering support across their social media platforms and sharing their own experiences of food poverty.
Outside No. 10, Mark told Metro: 'We're hoping this is going to make such a huge difference to so many families in the UK.'
Roxanne added: 'We wanted to be involved in the campaign because Mark and I meet parents who have cried at the checkout because they haven't been able to use their vouchers to get formula.
'It's really important we're not judging families. Every baby deserves to be fed.'
Metro's Claie Wilson said: 'I am so proud of the work we have done to raise awareness of the formula crisis in the UK and also so pleased to see so many others share their support and help make change.
'Now we just need the government to do their bit. Last year, Wes Streeting promised to 'get it done', yet we're still waiting, and families are still struggling. It is time to follow through on their pledge to help formula feeding parents.'
Erin Williams, founder of Feed, expressed how proud she was of how far the campaign has come in two years, but also admitted that there was still work to be done. Desperate parents have been reduced to watering down formula and even stealing tubs off shop shelves to ensure their babies get fed.
'We've had great success in bringing down the prices of formula across the board, so families can still feed their children when money is tight,' Erin told Metro.
'We're under no illusion that this will solve all the problems, but little actions can have big consequences.
'We don't need to change any laws or have big debates; change can be done without that, and it can be done quickly.'
Blackpool South's Chris Webb MP also joined the campaign team to deliver the petition, after recently raising the issue in the House of Commons and holding a drop-in event at Westminster to highlight the campaign to fellow MPs.
He said: 'Today really puts into focus how much support this campaign has gathered across the UK, from normal working-class people to celebrities. It's great to be able to hand that over to make sure their voices are all heard.'
Speaking about his personal reason for wanting to be involved, Chris explained: 'When I had my son last year, I went to baby groups. I saw mums struggling, asking for tubs of formula, and the same at food banks.There are babies that are going hungry. Families need help.
'I looked for campaigns that were trying to provide this, and I found Formula for Change, so I reached out and have done what I can from my part.
'We're heading in the right direction and we won't stop until formula is accessible to all.'
Further Formula For Change supporters came to Parliament Square to share the moment, including director Naomi Waring, whose short film about the formula crisis, Milk, was produced by Sienna Miller. Founders of baby banks The Space, Little Village and Abernecessities, and Change Box also attended.
Since its launch, there have been many wins for the Formula for Change campaign. Iceland was the first high street retailer to allow loyalty vouchers and gift cards to purchase baby formula. They also took the lead in providing clear labelling on baby formula to inform parents that all first infant formulas are nutritionally equivalent, regardless of brand or price.
Richard Walker, Executive Chairman of Iceland Foods said: 'Formula for Change truly is a life-changing campaign for thousands of parents, and I've been so proud that we have supported its efforts as a business. More Trending
'The work conducted by the team at Metro and Feed has been astonishing, and I fully support the petition they have delivered to No.10 today. It's vital that the Government supports the CMA's recommendations so we can make the formula affordable and accessible for all.'
Morrison's has also gone on to allow other forms of payment for infant formula, while the Department of Health and Social Care officially confirmed that food and baby banks can supply cash-strapped families with formula tubs.
Since 2023, the campaign has received the backing of several MPs, including Monica Lennon, Preet Kaur Gill and celebrities Katherine Ryan, Ashley James and Michelle Heaton are among the famous faces who have voiced their support.
The campaign has also been given the prestigious Making a Difference award, which was voted for by the public, acknowledging Formula For Change's drive for change.
Do you have a story you'd like to share? Get in touch by emailing Josie.Copson@metro.co.uk
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