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Mothers

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COMPLEMENTARY FOODS

Many companies pretend that complementary foods such as cereals are not included in the scope of the Code. The Code applies, however, to all products marketed or represented as replacements for breastmilk. Subsequent Resolutions, supported by scientific evidence and numerous experts on infant nutrition, have recommended that complementary feeding begin at six months of age. This means that the promotion and labelling of any cereal, jarred food, juice, tea or other product marketed for use before six months is prohibited. Follow-up milks are breastmilk substitutes and are covered by the Code.


 

 


Bledina leaflets show photos of infants and indicate that products can be used as of three months of age.

Blue Bear products are as "natural as your love".

In Russia Hipp promotes
Baby Tea from the first week.

 


Heinz promotes its jarred foods from four months.

In 2000, the manufacturer of Anmum, the New Zealand Dairy Board, offered to sponsor World Breastfeeding Week in a Malaysian hospital and said it does not market products under the Code. A few months later, its follow-on milk was found in neighbouring Singapore.

Expanding markets

Companies are expanding their infant feeding product lines and promotion strategies to entice mothers earlier, with Mothers Clubs and formulas for mothers-to-be and to keep them enticed longer with follow-up formulas, baby foods and growing-up milks. An example of this is the New Zealand Dairy Board with its Anmum 1 milk for pregnant women. This was followed by Anmum 2 for breast-feeding mothers, Anmum Follow-on for babies 6-24 months of age, and Essential for toddlers.

 

 

 

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