The UK's Competition and Markets Watchdog has warned that the baby formula market needs a shake-up to lessen the burden on parents.
Here's what we've learned.
It's here in the baby aisles of supermarkets where parents will have noticed those high prices for baby formula milk.
And since we've started reporting on the impact of those prices, the desperate measures some families have had to take, well, the prices have started to come back down.
New low-cost options are on the shelves.
But the Competition and Markets Authority have been really scrutinising what's been going on in this industry.
And they've found it's not working for parents and needs to be shaken up.
They would like more effective public health messaging around baby formula to show parents that the cheaper products do not mean an inferior product because they all have to meet the same equivalent standards.
They also want better competition between retailers and manufacturers to make sure that there isn't such a vast price difference between the cheapest and most expensive formulas on the shelves.
They've also floated the idea of a price cap.
We'll have to see how far that idea gets.
One of the charities that have been so instrumental in calling for change, Feed UK, describe this as a broken system and they call on the government to take action alongside these recommendations from the Competition and Markets Authority.
