The supermarket is urging the Government to overturn current regulations which prohibit retailers from telling customers about savings on formula.
Some 86% of parents with a baby under one are concerned about the rising cost of infant formula, research by Iceland suggests
It is also calling for a review of Healthy Start vouchers, set at £8.50 per week, which have not increased in value since April 2021 but currently do not cover the cost of even the cheapest formula after recent price increases. Research conducted by Iceland suggests that 86% of parents with a baby under one are concerned about the rising cost of infant formula.
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