Allow baby milk loyalty point purchases, regulator says

Parents should be allowed to buy baby milk formula using loyalty points and vouchers, the regulator has said after a probe into the market.

Restrictions on price promotions and discounts on formula should remain in place so mothers are not discouraged from breastfeeding, the Competition and Markets Authority (CMA) said.

But people should be allowed to use points, gift cards and vouchers to get the most for their money, its chief executive told the BBC.

The regulator also said formula should have standardised packaging in hospitals as part of a number of recommendations designed to make the market work better.