Mums have criticised Tesco for lockdown signs on a shelf full of baby formula milk which state: “We are unable to sell non-essential items.”
It comes after the chain appeared to have halted the sale of period products - before it admitted that was a mistake.
The confusion follows the start of Wales' two-week fire-break lockdown which began on Friday, October 23.
Prior to the start of the lockdown, the Welsh Government said shops allowed to remain open under the rules would not be able to sell non-essential items.
It then issued a list of what it considered to be essential items and therefore ok to sell.
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But the rule sparked protests in some Welsh supermarkets at the weekend, with one man filmed apparently ripping down all the coverings stopping people from buying non-essentials, and another man visiting a store in just his underpants to complain about sales of clothes being banned.
Now new mum Zoe Price, 27, has now hit out at Tesco over what could have been mistaken for a ban on sales of baby milk.
She said: “This is crazy – I can buy a Babycham but I can’t buy baby milk.
“I don’t know who is right or wrong anymore. It could be a Tesco mistake or it could be the Govt rules – whatever it shows that the whole situation is completely crazy.
“Nobody knows what is going on. The danger is that people will follow their own rules and that could put us all in danger.”
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The baby milk incident happened in the Tesco Extra store in Western Avenue in Cardiff.
Yellow signs were attached to the shelves that stock Aptamil formula for young tots. The notice states: “In line with government guidelines, we are unable to sell non-essential items at this time. Thank you for understanding.”
Another shopper, Michelle Morgan-Davies, 31, a mum-of-two, said: “Formula milk is the definition of essential.
“Stirring up worry like this will only cause mums to panic buy in the shops that are selling it. Pregnant women and new mums have had a rough ride from all of the restrictions during the pandemic. Now it’s hard to find cheap baby clothes in the few shops you are allowed to go into. It’s a worry families don’t need.”
Tesco and the Welsh Government have been approached for a clarifying statement on the baby milk. But one store-worker said: “Whatever the rule might be, it is clear it's just causing massive confusion.”