Aldi has confirmed that it will maintain the current price of its Mamia First Infant Milk until the end of 2026, extending an earlier pledge that had been due to run until summer 2026. The announcement was made on 23 June and applies to stores nationwide. According to Aldi, the decision is intended to help parents manage household budgets at a time when the cost of many everyday products remains a concern.
Formula Price Remains Unchanged as Wider Market Costs Rise
Aldi said it will continue to sell its Mamia First Infant Milk for £6.99 for the remainder of 2026. According to the retailer, the product has been priced at £6.99 since June 2025 and the extension means the current price will remain in place for a further six months beyond the previous commitment.
The supermarket stated that the freeze could allow parents to save up to £5 compared with the average price charged elsewhere. The announcement comes against a backdrop of rising prices within the baby formula sector.
According to The Grocer, analysis of 157 baby formula products sold across major supermarkets found that pre-promotional prices increased by an average of 9.4% during the first two months of 2026. The Competition and Markets Authority (CMA) has also estimated that families could save more than £300 a year by switching to lower-cost formula products.
Commenting on the decision, 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.” She added that the retailer wanted to ensure the product remained accessible and affordable for parents during the early years of a child’s life.
Support Measures for Parents Continue Alongside the Price Freeze
The price announcement forms part of a wider package of support aimed at parents. Earlier this year, Aldi relaunched its Mamia New Parent Fund, which offers £100 Aldi vouchers each week for a year.
According to Aldi, the initiative is designed to help families meet the cost of everyday essentials following the arrival of a new baby. Parents wishing to apply are required to email proof of their most recent Mamia nappy purchase, alongside a receipt, to the address provided by the retailer. Full terms and conditions are available through Aldi’s press centre website.
The supermarket also highlighted that UK regulations require all infant formula products to meet babies’ nutritional needs regardless of brand or price. Aldi describes its Mamia Stage 1 First Infant Milk as suitable from birth and suitable for both combination-fed and bottle-fed babies. The retailer notes that the product should not be refrigerated.
The latest announcement follows further recognition for the supermarket’s parenting range. Aldi said it was named Supermarket of the Year at the 2026 Mother and Baby Awards, adding another development to its ongoing efforts to support families across the UK while maintaining the frozen price of its infant formula product.
