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Consumer Staples
In a significant move aimed at supporting new parents, Morrisons has expanded its loyalty scheme to allow the redemption of More Card Fivers on baby formula products. This strategic decision was made possible following recommendations by the Competition and Markets Authority (CMA) to the UK, Northern Ireland, Scotland, and Wales to amend existing regulations regarding the use of vouchers and loyalty points on infant formula purchases[1][2].
The change is part of Morrisons' ongoing commitment to deliver value through its More Card loyalty program, which already offers customers exclusive discounts and points for purchases across various products. By enabling parents to use their More Card Fivers on baby formula, Morrisons is directly addressing the financial burdens associated with childcare costs.
The CMA's recommendations were made public in February 2025, focusing on revising regulations that previously restricted the use of gift cards, vouchers, loyalty points, and coupons on infant formula. This update reflects a broader effort to enhance consumer flexibility and reduce costs for essential items like baby formula[2][3].
Historically, customers have been unable to apply loyalty benefits to baby formula purchases, a restriction stemming from regulations introduced in 2007. However, with the latest amendments, Morrisons is now at the forefront of providing parents with financial relief by allowing them to redeem their accumulated points on these vital products.
Morrisons' loyalty program, known as the More Card, rewards customers with five points for every item purchased in-store or online. Once a customer accumulates 5,000 points, they receive a More Card Fiver, which is a £5 voucher that can be used against future purchases. Now, these vouchers can be redeemed on first baby formula products, benefiting parents who regularly purchase these items[1][2].
Key Details of the Expansion:
The inclusion of baby formula in Morrisons' loyalty scheme is a significant step toward supporting families. Baby formula is one of the most essential items in a parent's weekly shop, and by allowing customers to redeem vouchers on it, Morrisons aims to lighten the financial load associated with these necessities[1][2].
This move also aligns with Morrisons' broader strategy to enhance its loyalty program, offering customers substantial savings on over 2,000 branded and best-selling products. The integration of baby formula highlights the supermarket's commitment to understanding and addressing consumer needs through flexible and rewarding loyalty schemes[2].
For Consumers:
For Morrisons:
In addition to the baby formula inclusion, Morrisons recently introduced More Card Stamps, which reward customers with stamps for every £10 spent in-store. These stamps can be redeemed for selected products, such as Pyrex items, until June 2025. This initiative further emphasizes Morrisons' focus on delivering market-leading value to its customers[2].
The grocery market is seeing a resurgence in loyalty programs as retailers aim to retain customers and attract new ones. For instance, Waitrose has reinstated perks for its My Waitrose scheme members, including free coffee for all members. This move reflects a trend where supermarkets are re-evaluating their loyalty offerings to better meet consumer expectations and preferences[3].
The expansion of Morrisons' loyalty program to include baby formula is a pivotal moment for parents and shoppers looking for ways to save on essential items. By leveraging the More Card Fivers on baby formula, Morrisons demonstrates its commitment to providing value and supporting families during critical stages of child development.
As the grocery market evolves, initiatives like these underscore the importance of flexible and rewarding loyalty schemes that genuinely benefit consumers. Morrisons' efforts to innovate and adapt its loyalty program in response to changing consumer needs and regulatory updates position it as a leader in delivering value to its customers.
Search keywords: Morrisons Loyalty Program, Baby Formula Inclusion, More Card Fivers, CMA Recommendations, Retail Loyalty Schemes.
