The UK government is being urged to take even stronger action to tackle the ongoing crisis of families unable to afford baby formula milk.

The prime minister backed limited reforms to the market to help parents save money but will not yet support more radical changes.

Sir Keir Starmer confirmed support for better public health messaging to inform parents that cheaper brands are nutritionally equivalent when compared with the most expensive.

A ban on spending store loyalty points on baby formula will also be lifted.

They were among recommendations made by the Competition and Markets Authority which investigated the baby formula industry and described the price rises in recent years as unjustifiable.

Image: A newborn. File Pic: iStock

In the House of Commons the prime minister said

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