Loyalty points can now be used on baby formula as rules finally change

For a long time, parents have been saying the same thing. Baby formula costs too much.

Prices have climbed so quickly that some families have been watering it down or skipping other essentials just to afford the next tin.

A standard tub now sits between £12 and £15, and babies can get through them much faster than you expect.

If rising food prices are hitting you hard, our guide on saving money on your supermarket shop can help you bring the weekly shop down without losing the basics.

The government has now stepped in with a rule change that should make things easier.

Parents will be allowed to use supermarket loyalty points, gift vouchers and similar rewards to buy infant formula.

For years, supermarkets held back because they were scared of breaking the strict rules around advertising baby milk. Now that confusion has finally been cleared up.

Officials say families who cannot or choose not to breastfeed could save up to £500 a year by choosing cheaper brands and using loyalty schemes more freely.

What using loyalty points and vouchers on baby formula really means

Before this change, supermarkets wouldn’t allow parents to use loyalty points or most vouchers on infant formula because they worried it counted as advertising.

Even if you had a full points balance, the till would block it.

Now the rules have been clarified, and here is what it means in real life:

• You can now spend loyalty points on infant formula in all major supermarkets.
• You can use supermarket gift cards, digital vouchers and money-off rewards when buying formula.
• Retailers are allowed to accept these payments without breaking infant formula advertising rules.
• You still earn loyalty points on the rest of your shop in the normal way.
• If your rewards balance covers the full amount, you can pay entirely with points.
• Tesco Clubcard, Nectar, Asda Rewards, Lidl Plus, myWaitrose and other major schemes are included, as long as the retailer chooses to enable it.

Nothing changes in how you shop. You simply tap your card or app at checkout, and the till will now let your points contribute towards the cost.

Infant formula will be treated the same as other essentials instead of being locked behind a confusing technical rule.

This is the practical shift parents have been waiting for. It finally lets families use the savings they’ve already earned on the item they spend so much on each month.

Why this matters so much for families

Formula is one of those costs you simply cannot avoid. It is not something you can swap out or cut down on. When the price goes up, families feel every penny of it.

Supermarkets used to steer clear of anything that looked like a promotion, because advertising infant formula is heavily restricted in the UK. Even loyalty points made them nervous.

This left parents shouldering the full cost with no way to soften the blow.

Only three companies control nearly 90% of the market, so competition has been weak, and prices have risen quickly.

If you want to understand how brands quietly change prices, our guide on shrinkflation tricks breaks it down in simple terms.

The Competition and Markets Authority has been pushing for clearer information for parents.

They want everyone to know that cheaper formula is not lower quality, and that all infant formula must meet the same strict nutritional rules. Their update is available on the official CMA website.

All baby formula must meet the same rules

A huge part of this announcement is about reassurance. Every baby formula on the shelf has to meet strict nutritional standards.

The new guidance will make that even clearer, so parents do not feel pressured into buying the most expensive tin because of guilt or clever wording on the label.

If you want simple feeding advice, the NHS formula feeding advice page covers the basics in a calm, practical way.

For more small wins on day-to-day essentials, our guide to the average household bills can help you spot where your money is really going, and hopefully help you bring them down.

What else is changing in shops

Retailers will now be told to keep all infant formula in one place, separate from follow-on milk.

This helps cut mix-ups, especially during tired late-night dashes when you just need to get in, grab a tin and get home.

There are also plans to clean up formula packaging.

Some brands use phrases that play on parents’ worries or make promises that cannot actually be proven. These sorts of claims may be restricted in the future.

How much could families save

The government’s estimate of up to £500 a year is based on two things.

First, many parents will now feel confident choosing cheaper formula brands, as all infant formula must meet the same nutritional rules.

Second, being able to use loyalty points and vouchers at the till means families can shave a bit off the cost whenever they have rewards saved up.

Even small amounts help. A couple of pounds in points here and there can take the sting out of the weekly shop, especially during the early months when formula is one of the biggest regular expenses.

Most major supermarkets run loyalty schemes such as Tesco Clubcard, Nectar, Asda Rewards, Lidl Plus and myWaitrose.

If you collect points through your normal shopping, this rule change lets you put those rewards towards something you need every week. Over time, that can make a noticeable difference.

Read next: Best loyalty cards and rewards apps in the UK

What this means for parents right now

This is a rare bit of good news at a time when everything else feels pricier than it should.

Baby formula is a non-negotiable item. Being able to use loyalty points, vouchers and rewards makes the cost a bit less punishing for parents who have been carrying this alone.

If you know someone with a newborn, let them know about this change. It could make their next shop a little lighter and their month a little easier.