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UK retail giants Asda, Tesco, Sainsbury's and Morrisons have joined Iceland Foods in cutting the cost of Aptamil baby formula by 7%. The news comes after Danone cut the price it charges retailers for the majority of its baby milk range by 7%, and comes in response to the Competition and Markets Authority's announcement that prices for baby formula milk had risen by 25% in the last two years. The regulator noted that competition was hindered as consumers were hesitant to change brands, influenced by recommendations from friends and family or their baby's specific formula preference. Iceland was the first supermarket to announce a price decrease. In August last year, the supermarket announced plans to illegally accept food bank vouchers, loyalty points and gift cards for purchases of infant formula. The news followed a public announcement from Iceland that informed consumers that it would be cutting the price of formula milk at Iceland and The Food Warehouse stores by over 20%, in response to rising prices of formula milk placing “unbearable pressure” on parents during the cost of living crisis. At the time, Iceland urged the UK government to promptly update existing legislation, enabling retailers to inform the public when they lower the price of formula. A total of six Aptamil lines across Asda's 'Core' range will be reduced in price by an average of 7%. Customers can also now use their 'Asda Rewards' scheme vouchers to pay for any baby formula products they purchase in-store. Asda said that it will continue to work with its manufacturing partners to ensure that any additional decreases in production costs are reflected in lower prices for customers. Kris Comerford, Asda's chief commercial officer, said: “For many of Asda’s customers, and families nationwide, we understand that buying baby formula is a vital necessity in their weekly shop, which is why we’re taking swift action to pass on falling manufacturing costs to customers before any other retailer". "At the same time, we’ve decided to remove exclusions on using Asda Rewards vouchers to pay for baby formula. Whilst we respect the regulations in place regarding the sale of baby formula, we want to do everything we can to help families manage their budget and keep their family fed.”