Aldi has confirmed that it will extend its price freeze on baby formula to the end of 2026, keeping Mamia First Infant Milk at £6.99. The move allows parents to save up to £5 per tin compared to the average price elsewhere.
Price Freeze Extended
The £6.99 price point has been in place since June 2025 and was previously committed to until summer 2026. Now, Aldi has pledged to maintain it for the rest of the year. This comes as analysis by The Grocer found that the pre-promotional price of 157 baby formula products sold in major supermarkets rose by an average of 9.4% in the first two months of 2026.
Support for Parents
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “Household budgets remain under pressure, and some infant formula brands are increasing prices. That’s why we’re extending our Mamia First Infant Milk price freeze until the end of 2026. We know that every penny counts for parents, particularly during those early years, which is why we're committed to keeping this essential product accessible and affordable.”
Regulatory and Market Context
UK regulations ensure that all infant formula products meet babies' nutritional needs, regardless of brand or price. The Competition and Markets Authority proposed in February several measures to help parents, which it said could allow them to save £300 a year by switching to a lower-priced brand.
Aldi's Other Initiatives
Earlier this year, Aldi relaunched its Mamia New Parent Fund, offering £100 Aldi vouchers every week for a year to help parents with the cost of everyday essentials after welcoming a new baby. Aldi, which opened its first UK store in Stechford, Birmingham, in the early 1990s, was also named Supermarket of the Year at the 2026 Mother & Baby Awards.
Government Response
A Department of Health and Social Care spokesperson said: “There are many benefits of breastfeeding but for those mothers that cannot or choose not to breastfeed, it is vital parents can access infant formula that is affordable and high quality. Families should not be paying over the odds to feed their babies. As part of our plan for change, we’re determined to ensure every child has the best start to life. We are working closely with the devolved governments to carefully consider these recommendations and will respond fully in due course.”
