It has come to our attention that many large supermarkets and shops exclude infant formula as part of their loyalty schemes. 

Recently, we were told by a Boots employee that the reason for this is to encourage mothers to breastfeed. Boots and other companies like it need to stand with women to get the UK parliament to change this. 

We are outraged that parliament feels they have a right to make such an exclusion in this way. Can you imagine if condoms, or snack foods began being excluded because of moralistic views?

In addition to this, formula is very expensive and is a necessity for those who need it. It brings mothers, fathers and carers into stores time and again to ensure their little one is properly cared for; is this not the definition of loyalty?

Breastfeeding is not always a choice and we believe that all women have a right to feed their babies however they feel is best for them. Feeding is a very personal decision and can be an extremely sensitive topic. We don't believe excluding women or their babies is at all fitting of a modern-day company and are shocked that this old-fashioned attitude is still at play. Fed is best. 

Please sign our petition to get parliament to discuss and change this archaic rule and to get supermarkets and Boots to stand with families to start including formula on their loyalty points schemes and to stop excluding families based on how they feed their infants.