Woolworths shoppers photographed with trolleys full of infant formula at Epping Plaza

UPDATE: WOOLWORTHS will investigate why it allowed shoppers to buy trolley loads of rationed baby formula, after a furious reaction on social media.

UPDATE: WOOLWORTHS says it will investigate why a group of shoppers was allowed to bulk-buy an entire pallet of hard-to-find baby formula from its Epping Plaza store.

Parents unleashed fury on social media yesterday after a an angry mum posted a picture to Facebook of shoppers buying trolleys full of formula, despite the store having a eight-tin limit.

Woolworths spokesman Sean Ottley said Woolworths ensured there was “always sufficient stock for all our customers in our supermarkets”.

“In the case of baby formula we have an eight can limit per transaction to make sure all shoppers have the opportunity to purchase the items they need,” he said.

Woolworths believes the Epping example was an isolated incident but was investigating it.

The mum who shared the photo said she doesn’t want to “start a war”, but has demanded something be done to help stressed-out parents.

Mernda mother-of-two Jessica Hay said she was “shocked” when she snapped the photograph of customers on Saturday with boxes of A2 Platinum Formula.

She said another woman “guarded” the near empty pellet as those she was with unloaded two trolleys filled with formula at the counter.

“I was just numb. I couldn’t believe what I was seeing,” Mrs Hay said.

“You hear speculation that people are sending it overseas but I’ve never seen someone buy so many tins.

“I deliberately blurred out the faces because I don’t want to start a war.

“But it takes so long to get your kids used to a formula so when you can’t get it is very stressful.”

Supermarketshave rationed sales as demand for infant formula has soared with some suppliers struggling to meet booming demand, partly due to students and others buying it in bulk and selling it to people in China.

Australian formula is popular with Chinese parents who want clean and unpolluted products for their babies.

Bellamy's Organic baby formula listed on eBay for much more than its Australian $24.70 RRP.

A quick eBay search finds popular brands including Bellamy’s Organic listed for sale at prices several times higher than its Australian $24.70 RRP.

Ms Hay’s three-month-old son Archie drinks S26 gold formula.

She said she had previously struggled to buy the formula locally and once relied on her mother, who lives four hours drive from the family home, to source it.

“So many people are talking about this issue and as mothers we just want answers,” Ms Hay said.

“Some people have suggested that formula needs to be behind the counter but I don’t think we need to go that far. It doesn’t feel like something we should be dealing with in this day and age.

“I’m not screaming that we can’t feed our children but we want reassurance that the formula will be there when we go to the local supermarket.”

AnneMaree Chapman, who shared Ms Hay’s photo on Facebook, said: “We are in a formula shortage and you are allowing this?! These people bought ALL of this A2 platinum formula....ALL OF IT!!!! What happened to 4 tins maximum per person? Look at the empty crate in the picture?!

“Well done for letting some babies now go hungry, struggle with diarrhoea and reflux from their mums needed to change formulas, you actually saw this and allowed it?? DISGUSTING! Time to name and shame you Safeway, this is NOT ok!!”

The post has been shared more than 2000 times and has nearly 6000 likes.

HAVE YOU SAY: Have you had trouble finding baby formula? Tell us below.

RELATED: Coles Elsternwick posts Chinese language notices advising of baby formula restrictions

RELATED: Baby formula makers address shortage.

Angry parents took to Facebook to complain about the shortage.

Belinda Compton wrote: “Buying in bulk shouldn’t be allowed, especially formula, shame Woolworths, shame.”

Emma Cope wrote: “I went to numerous breastfeeding classes with no success. Had to go to formula. Tried everything on the market and found only bellamy’s organic worked for my daughter. Everything else gave her reflux and digestive issues. I have had to travel all over the Eastern suburbs of Melbourne to find tins of formula.”

Tammy Dryden commented: “I’m having trouble getting my daughter Bellamy’s formula as every time they get a shipment and put it on the shelves it’s gone straight away. Pick up your game woolworths, I now need to change my daughter to a different formula and AM NOT HAPPY. SHAME ON YOU Woolworths.”