Parents in the UK express frustration over soaring baby formula prices, which have risen by 18% to 36% in recent years. Many feel ‘punished’ for not breastfeeding due to restrictions on discounts and promotions aimed at encouraging breastfeeding. Clare Smyrell, unable to breastfeed for medical reasons, spends £30 weekly on formula, while others like Natasha Kurzeja worry about wasting expensive formula. Critics argue the government’s regulations have not only failed to boost breastfeeding rates but have also increased costs for families. Calls for better regulation and price competition are growing as the issue escalates.