Amid news that baby formula prices remain close to historic highs more than 18 months after the UK competition watchdog began an investigation into the market, Aldi has pledged to freeze the price of its Mamia First Infant Formula for the remainder of 2025.
Aldi will continue to charge £6.99 for its own label formula, as they have all year, saving £5 compared to the average price of formula elsewhere.
Data from First Steps Nutrition Trust shows that baby formula prices remain close to record highs, with the most expensive product on the market now priced at £18 – almost three times the price of Aldi’s Mamia formula.
The discounter noted that UK regulations ensure that all infant formula products meet babies’ nutritional needs, regardless of brand or price.
Aldi has made its price commitment ahead of the government’s expected response to the Competition and Markets Authority’s (CMA) report into the formula market, which was due to be published more than a week ago.
“Shoppers should not be paying over the odds for the essentials. As the UK’s cheapest supermarket, we’re committed to keeping prices low on the products our customers rely on most,” said Julie Ashfield, Chief Commercial Officer at Aldi UK.
“As formula prices remain at historic highs across the market, we want to reassure parents that at Aldi, there will be no unwelcome surprises at the checkout – we’re keeping our Mamia First Infant Formula at just £6.99 for at least the remainder of this year.”
NAM Implications:
- Aldi is building and maintaining a competitive edge…
- …vs branded rivals.
- Whilst first child parents may want to provide the best brand for No. 1 babe..
- …they may be tempted to ‘shop around’ and try Aldi for No. 2.
