Aldi introduces new pricing rule 'for remainder of 2025'

ALDI'S COMMITMENT COMES AHEAD OF THE GOVERNMENT'S EXPECTED RESPONSE TO THE COMPETITION AND MARKETS AUTHORITY'S REPORT 08:48, 03 Jun 2025 Aldi has pledged to freeze the price

of its Mamia First Infant Formula for the rest of 2025, ensuring parents can continue to purchase the product for just £6.99. This move will save families £5 compared to the average price of

formula in other supermarkets in 2024. The decision comes as new data from the First Steps Nutrition Trust reveals baby formula prices are at near historic highs, with the most expensive

product on the market now costing £18 – nearly triple the price of Aldi's Mamia formula. Despite the price differences, UK regulations ensure all infant formula products meet

babies' nutritional needs, regardless of brand or price. This means parents don't need to spend more to provide quality nutrition for their children. Aldi's commitment comes

ahead of the government's expected response to the Competition and Markets Authority's report into the formula market, which was due to be published over a week ago, reports

Birmingham Live. Julie Ashfield, Aldi UK's Chief Commercial Officer, said: "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." She added: "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." Article continues below The pledge is part of a series of efforts by the retailer to help parents stretch their budgets further. Earlier in the year, Aldi introduced the Mamia

New Parent Fund, offering weekly £100 vouchers to new parents to assist with daily expenses following the arrival of their child. The scheme, set to run until March 2026, welcomes

applications from interested parents via the email mamiaparentfund@aldi. co.uk. The ECHO recently reported that regulators are calling for major reforms in the baby formula sector, following

observations that many brands cost more than the weekly value of people’s benefits. This situation is forcing some parents to sacrifice their own meals to afford formula. The Competition

and Markets Authority (CMA) pinpointed high costs and influential branding as factors contributing to "poor outcomes" for parents, who might save around £300 annually by opting for

less expensive alternatives. ‌The CMA suggests that the NHS could offer a non-branded version of baby formula to help push prices lower. Additionally, they proposed hospitals provide

unbranded packaging for existing products to diminish brand sway in a "vulnerable" environment. Article continues below ‌The CMA expects that straightforward nutritional

information on packaging, alongside banning unverifiable claims would ease the decision-process for parents choosing between brands. Previously, regulators have highlighted a 25% hike in

prices over two years, with consumers shouldering increased factory production costs. The market is primarily controlled by three major companies – Danone, Kendal, and Nestle, accounting for

approximately 90% market share. Despite these issues, the CMA has not endorsed a price cap, although it was a consideration last year.