Demands for competition watchdog to probe baby formula market as leading brands now 20pc more expensive

Formula costs in shops have been soaring well above inflation. Stock image

Ellen Coyne

The consumer watchdog is being urged to investigate the high cost of baby formula as the prices of some of the most popular brands have risen more than 20pc since 2021.

It comes amid fears that cash-strapped parents are now diluting baby formula to make it last longer – even though this can pose a risk to infants.