Co-op supermarkets are placing baby formula in security cases in its stores to prevent theft as the cost of the essential baby product continues to rise.
The security tags, which are removed by supermarket staff when the customer pays at the tills, sets off an alarm when someone tries to leave the store without paying.
The security measures were highlighted by Twitter user @NatashaMDay who noted that there was "no need for infant formula to be so costly".
She said: "If people are stealing to feed their babies we need to take a long hard look at our country. There is NO need for infant formula to be so costly."
Natasha told her followers that the image was taken in an Aylesbury branch of Co-op and the tubs of formula milk powder ranged from £10.75 to £15 for 800g.
Fellow Twitter users shared their exhaustion and disbelief regarding the security measures supermarkets are implementing in their stores to prevent theft.
One user @theluthier63 said: "What's happening to us as a nation [sic] What a mess"
User @merlinmick agreed with Natasha adding: "You are absolutely right, we all need to fundamentally ask ourselves what we want our society to be."
Another user @alanrussell80 said: "Baby foods and supplies should be sold as cheap as possible, even if they become what retail people call loss leaders."
Another user added: "Quick reminder if you see someone steal food or baby formula look the other way."
This is not the first time supermarkets have upped their security measures for baby formula, which includes brands such as Aptamil and Cow and Gate.
Baby formula has been an item major supermarkets have upped security measures for several years - which include tags, displaying empty boxes, and placing them behind counters.
According to research by the All Party Parliamentary Group, the majority of babies in the UK are either partially or fully formula fed by the time they are eight weeks old.
In order to prevent baby formula from being seen as superior to breast milk, it’s illegal in the UK to advertise it or for retailers to apply discounts or promotions to it.
Data from First Steps Nutrition last month revealed that the price of the cheapest brand of formula has increased in price by 45%in the last two years - this caused many to call for a cap on the price of baby formula.
The cost of living crisis has meant the weekly grocery shop has gone through the roof over the last few months and it has been reported that some desperate parents are turning to shoplifting baby formula for their children.
Last year, a survey of Britain’s baby banks, which hand out essentials including nappies and clothes for under fives, found 90% are facing their busiest year to date.
Due to the continued high costs, demand for this service is likely to have increased since the initial survey.
The Mirror has contacted Co-op for comment.
