new SMA is out same price but 100gm less

Isn't this illegal to have any reduction and a pos on/near baby milk?...

only on baby milk it's illegal, toddler milk or next stage is fine for promotions etc

Anyone know if this is nationwide?

Got some in southport, Its the older style hence reduced, was on its own in reduced section shelf said £9.75 scanned at £4.75

Any formula designed for under 6 months cannot be advertised or sold at a discount or have store points earned on them or spent on them. I believe the aim is to encourage breastfeeding.

From the baby milk action website:
Protecting breastfeeding

There is no food more locally produced or sustainable than breastmilk. A breastfed child is less likely to suffer from gastroenteritis, respiratory and ear infections, diabetes, allergies and other illnesses. In areas with unsafe water a bottle-fed child is up to 25 times more likely to die as a result of diarrhoea.

Breastfeeding saves lives – and could save more. Estimates in 2013 suggest 11.6% of under-5 deaths could be prevented by breastfeeding. The World Health Organisation (WHO) says: ‘Globally, breastfeeding has the potential to prevent about 800,000 under-five deaths per year if all children 0–23 months were optimally breastfed.’

That is why a marketing code was introduced in 1981 to regulate the marketing of breastmilk substitutes. Companies continue to violate its provisions – see examples here. Find out how Baby Milk Action works to stop them and how you can help.

Protecting babies fed on formula

Breastmilk substitutes are legitimate products for when a child is not breastfed and does not have access to expressed or donor breastmilk. Companies should comply with composition and labelling requirements and other Code requirements to reduce risks – independently of government measures. Parents have a right to accurate, independent information.

See our poster for sources of independent information on formula for health workers – UNICEF and Department of Health in the UK have produced a guide for parents.

Baby Milk Action is not anti-baby milk. Our work protects all mothers and infants from irresponsible marketing.

COLD, as £1 for the same milk in Tesco Salisbury after further reductions.