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Iceland supermarket boss Richard Walker is calling for retailers to be given more freedom to help make first infant formula milk more affordable for families.
The trend has been described by an expert as 'pretty startling', with British youngsters 'falling behind' European kids and dropping 30 places down international height charts since 1985.
A black market for formula products has sprung up in the UK, where parents are buying products obtained illegally for a lower price as they struggle to feed their children in the cost of living crisis.
The former SNP deputy Westminster leader was speaking after prices rose by 45 per cent in the past two years.