This article highlights the extent to which competition policy is dependent upon the structure of the market it's imposed on. Despite a Competition and Markets Authority investigation of the market for baby formula, its price remains stubbornly high. As one campaigner notes: "...despite being exposed for maintaining 50-75% profit margins, the big brands are maintaining high prices, which we think is shameful.”

The exceptions to this are Aldi and Lidl whose own brand baby formula costs £6.99 in comparison with the £11.99 charged by major brands, who account for 85% of the market. So why haven't other supermarkets sought to produce their own brands? You would have thought that the high price of branded baby formula suggests that there's supernormal profit being earned and that should attract new entrants. Or is it the case that the existing brands are so strong that other action needs to be taken? And would this be good economics or not?