The Competition and Markets Authority (CMA) has recommended ending the ban on baby milk price promotions to alleviate financial strain on parents amidst surging formula costs in the UK. With prices for baby formula climbing by 18% to 36% over two years, the CMA suggests issuing NHS-branded baby milk and removing hospital branding to boost competition. Currently, major companies dominate over 90% of the market, leading to high prices without sufficient competition. Parents could potentially save up to £500 in a year by opting for lower-priced brands, the CMA noted, amidst criticisms that companies exploit vulnerable consumers.