Is "breast is best" a real slogan that's used anywhere?

[Dandelionchaser]

Just wondering because you get people complaining a lot about being told "breast is best" but I've never heard that phrase in my life EXCEPT when people complain about being told it? The same message but in different words, yes absolutely. But is it a real slogan or was it ever a real slogan? All I can find by googling it is a campaign in 2010 to drop the slogan but it doesn't specify who used it.

I'm pretty sure that NCT rammed that message down my throat repeatedly in the early 2010s

There was a popular book titled “Breast is Best” when mine were babies 30-odd years ago, and yes I remember NCT heavily promoting it.