Regulators have suggested reforms to the baby formula industry to reduce prices, as several brands surpass families' weekly budgets, leading some parents to forgo buying other essential items. According to the Competition and Markets Authority, families could save around £300 per year by switching to more affordable formulas. Sophie Livingstone, chief executive of Little Village, highlighted that nearly one in ten families assisted by her charity dilute formula to make it last longer because of its high cost. Sarah Cardell, CEO of the CMA, stressed that parents frequently opt for expensive brands when they are vulnerable and ill-informed, mistakenly associating higher prices with superior quality.