A4 size. 58 pages.

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How marketing of feeding products for infants and young children in the UK breaks the rules

Baby Milk Action’s monitoring report shows how formula, feeding bottle and teat companies and retailers market their products.

Volume one of the report profiles the companies listed below. Buying this report helps us to hold them to account and to produce further volumes, detailing the practices of other companies.

Introduction – Contents:

Feeding products marketed for infants and young children
Independent information for families
The marketing rules that apply
Key provisions of the International Code and Resolutions compared with UK Regulations
Profiles of baby feeding companies (overview)

Formula companies

Aptamil and Cow & Gate brands (Danone) –
      Promotion to the public – Notable marketing claims: When babies are happy on the inside, they’re happy on the outside
Kendamil brand (Kendal Nutricare) – Company response: It will change labels, end sponsorship and no longer target toddler groups
Mamia brand (Aldi) – Notable marketing claims: Unique blend – suitable for combination and bottle-fed babies.

Feeding bottle and teat companies

Chicco – Notable marketing claims: The natural way – as mother’s breast
Medela – Notable marketing claims: Designed to ease the transition from breast to bottle and back again
Minbie – Notable marketing claims: Introduce it as early as day 1 – Nurtures a proper breastfeeding latch. Company response: Company defends marketing strategy as supporting breastfeeding 
NUK – Notable marketing claims: Natural – Optimal combination of breast and bottle feeding UPDATE: NUK to drop false “clinically proven” claim 

Retailers

Aldi – Also markets its own-brand Mamia infant formula.
Boots – Notable promotions: New, New, New. Baby Event. 2 for £15.
Morrisons – Notable practices: Combiotic formula for 5p and “Before you go” offers
Mothercare – Notable marketing claims: Effectively combine breast & bottle feeding