The UK’s Competition and Markets Authority (CMA) reports that parents are paying overly high prices for baby milk due to a lack of competition, with Danone and Nestle dominating the market. The report urges an industry overhaul, emphasizing that price increases have burdened consumers for years, with costs rising by 18% to 36% since late 2021. It suggests that parents could save up to £500 in the first year by choosing cheaper brands and calls for clearer product distinctions and promotional allowances to boost competition. The CMA aims to ensure parents access unbiased information about formula quality.