• Kendamil has been highlighted as the most cost-effective infant formula stocked in multiple major UK supermarkets, offering significant savings compared to competitors and now offering families more choice through the launch of their new formula brand, Bonya.

[FEBRUARY 2025] – Kendamil has been identified as the leading choice for families seeking affordable and accessible baby formula across multiple major U.K. retailers, verified in an independent pricing analysis by Which? (1).

The analysis from Which? has clearly shown that Kendamil costs families less overall than market leading brands like Cow & Gate, Aptamil and SMA in real use terms.

As part of a wider piece on formula feeding, the not-for-profit consumer advisers at Which? analysed the prices of 5 of the most popular formula brands sold in the U.K., in order to establish which are the most affordable for families when measured over a six month period.

They established that Kendamil Classic milk costs families an estimated £290.48 over six months, which is over £100 less than market leader Aptamil, and even more affordable than Cow & Gate, despite its apparently lower shelf price, thanks to the higher number of feedings-per-tub provided by Kendamil.

This is evidence of how the shelf price of formula does not tell the full picture about the true cost of formula feeding for families. Manufacturer’s guidelines and differing scoop sizes can add hidden costs for families by requiring them to need more feeds and to buy more formula. Kendamil and Bonya each offer more choice and more value for families than the multinational corporations that have controlled Britain's formula market for decades.

The family behind Kendamil have recently gone one step further to shake up the U.K. formula industry by launching Bonya, a disruptive new formula offering quality ingredients, industry-leading pricing accessible with NHS Healthy Start vouchers and a unique social mission supporting food banks and families in need.

Cost of Living and Hidden Costs

Families across the U.K. are still struggling with the cost of living crisis, impacting their shopping decisions across everyday essentials and, even their baby’s feeds. As the CMA’s recent investigations (2) into the UK formula market reinforce, baby formula is a product that many families simply cannot do without.

Furthermore, the analysis from Which? demonstrates that the true cost to U.K. families of formula isn’t as simple as checking prices on shelf, due to hidden costs linked to the number of recommended servings per can of formula – which confusingly, varies significantly amongst brands.

While Cow & Gate’s average price per 800g tin appears lower (£10.50 compared to Kendamil’s £12), its estimated total cost over six months for families is surprisingly higher at £303.40, versus just £290.48 for Kendamil. Such disparities widen further when considering Aptamil, the current market leader, which costs families over £100 more than Kendamil over six months .

Championing British

Kendamil offers families something truly unique with its range of formulas; they're the only British brand and the only formula recipe which includes whole milk as the primary ingredient. Proudly located in the beautiful English Lake District, Kendal Nutricare is the only U.K. manufacturer of baby milk, with our flagship factory continuing to grow and expand, supporting U.K. manufacturing, creating new local jobs and supporting British family farms across the country.

It is a source of great pride that Kendamil can offer U.K. families a clean recipe with premium natural ingredients and trusted quality, whilst still being one of the most affordable options for U.K. families. It is this unique combination that makes Kendamil the fastest growing baby formula brand in the U.K.(3)

“We have always strived as a family business to provide the highest quality ingredients and the best possible everyday value for families using Kendamil, and we’re delighted the Which? analysis confirms it. The fact that we do this as the only U.K. manufacturer of baby formula and the only brand to use British whole milk in our recipe, is something we’re incredibly proud of.” - Ross McMahon, Kendamil CEO and Co-Founder

Offering More Choice

Bonya by Kendamil is the latest addition to the U.K. formula aisle, designed from the ground up to offer a high quality formula at a price accessible to all families. A study conducted by Kendamil found that 9 in 10 parents(4) are concerned about being able to afford the formula they need for their baby. Bonya is addressing this by offering U.K. families a low-cost formula at £8.45 [RRP], without compromising on the core values Kendamil stand for; that means it is proudly palm oil free, made with milk fats (reducing the use of vegetable oils), fish oil-free, soy-free and suitable for vegetarian, halal and kosher diets. Bonya’s disruptive and uniquely accessible price within multiple major U.K. retailers also means that parents who use Healthy Start vouchers will be able to use these to purchase an entire box of Bonya and would save families a game-changing £321.26 over 6 months in comparison with Aptamil Advanced.

Bonya will not just provide families with a more affordable formula option on shelf, it will also uniquely support food banks in urgent need of formula across the U.K. through a first-of-its-kind formula donation scheme with In Kind Direct, a registered charity that supports food banks across the U.K. This unprecedented initiative, never before undertaken in the U.K. formula market, has seen Bonya donate 1 box of formula for every 10 boxes sold, to be distributed across the country through In Kind Direct’s network of food banks and other charity partners. The team behind Kendamil and Bonya hope this social mission will provide essential support to the many thousands nationwide relying on the food bank network each week to help feed their families.

"We know that many parents across the country are crying out for a more affordable, nutritionally complete formula, which is why we have launched Bonya; a baby formula that families can feel good about and that doesn’t compromise quality for price. We’re proud that Bonya will be the first formula brand to donate essential baby milk to charities and food banks across the U.K. to help alleviate the severe strain parents are continuing to face through this cost of living crisis.’’ - Bonya Co-Founders, Will McMahon and Dylan McMahon

(1) https://www.which.co.uk/reviews/formula-milk/article/best-baby-formula-milk-brands-and-expert-buying-advice-a2Y9F1B5aBgM

(2) https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report

(3) https://www.thegrocer.co.uk/analysis-and-features/baby-and-infant-products-2024-controversy-in-babycare-as-prices-rise/698836.article

(4) Taken from a survey of 1000 U.K. parents by Censuswide in October 2024

ENDS

Notes to editors

Cheapest branded first infant baby formula adapted from Which?

Analysis excludes Organic or Goat formula products

* Denotes brands not represented by Which? but widely stocked in supermarkets nationwide. Prices for these brands not featured by Which? have followed manufacturer guidelines and standardised 6 months into 178 days for comparison.

About Kendamil

Kendamil is the flagship brand of Kendal Nutricare, a family-run, Queen's Award-winning family nutrition business based in the English Lake District. With a 60-year heritage crafting baby formula from their home in the U.K., Kendamil has pioneered a unique, award-winning formula recipe, made with love and crafted without compromise, using fresh whole milk from grass-fed cows, with plant-based DHA and ARA, and no palm oil or fish oil. Kendamil is an independent, family-founded and 100% family-run company, recognized by the Royal Family for their innovative recipes and entrusted by families across 45 countries around the world.

About Bonya:

Bonya is the newest baby milk brand in the U.K., crafted by the family run business Kendamil. Bonya is on a mission to make better baby formula available to all families. We promise to always deliver high quality formula, at a fair price. For us, it’s not enough for our formula to just be better; it should do better too. That’s why we’re working with charity In Kind Direct to feed the future together and donating formula to support families and communities in need. Kendamil is the only family-run U.K. baby formula producer, founded and managed by Ross McMahon and his two sons, Will and Dylan

Contact Information - saskia@axeandsaw.co.uk

[www.kendamil.com, www.bonya.com]

[@kendamilUK, @Bonyamilk]

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