Richard Walker, the head of Iceland supermarkets, is advocating for retailers to have more latitude in order to assist in lowering the cost of first infant formula milk for families.
Richard Walker, the head of Iceland supermarkets, is advocating for retailers to have more latitude in order to assist in lowering the cost of first infant formula milk for families.
He wants the House of Lords to amend a bill that would give the secretary of state the authority to impose rules on the marketing and distribution of baby formula. That has been governed by EU law up until now.
According to Mr. Walker, it might enable retailers to advertise infant formula at a discount and accept purchases in exchange for gift cards or loyalty points.
“We have been working with legal experts to produce an amendment which we believe uses our separation from the EU regulatory framework to help hard-pressed families,” he stated. “We promised customers we wouldn’t rest until we fixed this broken market.”
The head of Iceland is urging bipartisan support for the amendment to the Digital Markets, Competition and Consumers Bill that is presently being considered by the legislature.
“This amendment would give ministers the chance to strip away regulations which are currently making it harder for families to access more affordable formula,” he stated.
“While breastfeeding is always best for babies, the millions who rely on formula are struggling with costs and we believe this amendment would be a big step forward in the campaign to support them.”
