Parents should be allowed to buy baby milk in supermarkets using loyalty points and vouchers, the competition regulator has said following a probe into the market. Restrictions on price promotions and discounts on formula should stay in place so mothers are not discouraged from breastfeeding, it said. But people should be allowed to use points, gift cards and vouchers to get the most for their money, its chief executive told the BBC. Samantha Knaggs is a 35-year-old mum and home-maker in Hull. But part of the reason she uses the brand she chose is because it's widely available, and has a bit of nervousness about giving her baby boy a different one, in case he has a reaction. " Buying current market leader, Aptamil, rather than Little Steps, which is one of the cheapest formulas, would cost parents £300 more per year, it said.