A2 Infant Formula Price Rise, page-10

Not too severe? If the cost of your health insurance went up 25% a month, would you begin to look elsewhere?

This might not have an impact on mums that currently use it as it's sometimes difficult to change a child from one formula to another, however, for new mums that are deciding what formula to use, it could be an issue as it's now 25% more than any other brand. A tin lasts around 5 days. Therefore over the period of a month, that's an extra $30+ spent on formula or $360+ over 1 year.

Having said that, there is still ongoing supply issues, so they need to milk as much money as they can from the limited supply that they can currently provide. They could probably charge $40 a tin and still sell it all, mostly due to the daigous.