Coles is moving baby formula behind the counter with cigarettes

Christopher Pearce/Getty Images.

Coles is moving baby formula behind the counter in an effort to ensure Australian parents can buy enough formula to feed their children.

Over the last couple of years, Australian baby formula products have been in high demand due to their increasing popularity with Chinese consumers.

In 2016, supermarkets were running dry of some formulas because Chinese students and visitors were buying products in bulk and reselling them in China.

Since then, supermarkets across Australia have been placing restrictions on how many tins of formula customers can buy in one transaction.

Today, Coles is taking those efforts one step further and has moved baby formula behind the counter in some stores, next to where cigarettes and razor blades are kept.

“Coles is committed to ensuring that our customers with a genuine need for infant formula have access to this product,” a spokesperson told Business Insider.

“To make sure we have formula available for customers, in some stores we are keeping infant formula behind the service desk or using specially designed electronic article surveillance (EAS) lids that can only be removed at the register.

“We are also limiting sales quantities to two units per customer and working with our suppliers on solutions to improve availability for customers.”

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