Good Morning Britain’s Rob Rinder had to interrupt the ITV morning show to deliver a breaking news announcement. During Friday’s (February 14) episode, Rob, 46, and co-host Charlotte Hawkins, 49, were presenting the day’s main stories when one segment caused quite a stir.
Rob paused the programme to share that The Competition and Markets Authority (CMA) suggested parents could save £300 annually by switching to cheaper brands offering the same nutritional benefits. They discovered that many brands cost more than people’s weekly benefits, causing some parents to skip meals to afford the product.
The regulator has proposed significant changes, including the NHS having its own non-brand baby formula or existing products being supplied in non-branded containers in hospitals to minimise brand influence. Addressing the viewers, Rob announced: “Welcome back The Competition and Markets Authority (CMA) outline recommendations that can help save parents £300 a year on infant formula milk.”
CMA chief executive Sarah Cardell then joined the duo, offering her advice to parents.
Via video link, she advised: “My advice to new parents is trust the advice from the NHS,” reports the Manchester Evening News.
She elaborated: “All the formula products will meet the nutritional needs of your baby and you can afford to go for the cheaper product if that is the better product if that is the better one for your budget. You’re still doing the best for your baby and saving money for yourself at the same time.”
Charlotte then disclosed: “They are also calling for parents to be able to vouchers and loyalty points to purchase baby formula.”
The CMA has previously reported a 25% increase in prices over the past two years, with just three companies – Nestle, Kendamil and Danone – controlling 90% of the market. The watchdog had concluded that the lack of manufacturers meant there was no incentive to compete on prices, which resulted in additional factory costs being passed on “quickly” and in full to consumers.
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