The U.K.'s antitrust body is calling for standardized labelling on baby formula to help parents save money.

A MAJOR update has been issued on baby formula prices and parents could save £300 a year. Parents are paying more than they need to for formula due to a lack of competition in the market, a

Parents could save up to £300 a year on baby formula - NHS non-brand formula and no branding in hospitals have been proposed to cut costs

Parents should be allowed to buy baby milk in supermarkets using loyalty points and vouchers, the competition regulator has said following a probe into the market. Restrictions on price promotions and discounts on formula should stay in place so mothers are not discouraged from breastfeeding,

Regulators have previously pointed to prices surging by 25% over the past two years, while consumers have borne the brunt of rising factory costs. The industry is dominated by just three companies – Danone, Kendal and Nestle, which make up about 90% of the market.