"aptimel closest to breast milk?, breast milk is individual to your baby in a moment in time, it changes with your baby's needs, there is not such a thing formulated as breast milk, you can promote a product but, making stuff up?"
Aptimal are not saying their product does everything breast milk does nor does it makes any claims about adapting itself to your baby's needs like breastmilk does.
"The closest thing to breastmilk" - is that such a bad thing to say? Its not saying it is breastmilk. Its saying its the closest thing.
So if breastmilk contains say 5 key ingredients, for arguments sake, I know it contains a lot more than that, but 5 key ingredients and other products on the market have 3 of these 5 and Aptimil has 4 of these 5, it is then closer to breastmilk.
I think Aptimil are promoting the fact that they have done various research into things like long chain polyunsaturates and probiotics etc and made a formula that they feel contains as many things as they can possibly get in an artificial milk that do occur in breastmilk as well.
They'll never be able to make it adapt to babies needs, or have the live enzymes, the antibodies, and all that jazz. But they are not really saying that are they? And to say they are trying to make us think that - are they? I suppose they might be but to just analyse the language, its not really trickery, they are basically saying, "breastmilk substitute" (which it is - not equal substitute, but substitue nevertheless) and "closest to breastmilk" i.e more so than perhaps SMA is because its lacking something or other or Cow and Gate which doesn't have this or that (dont know if that is the case by the way, but I know they are pretty bound by what claims they can make in terms of competitors as well)
If I were a mother who was trying to choose a milk, I'd want to know which one contained as much as possible of the good stuff that my breast milk would have contained. I'd want some kind of independent analysis on it, and wouldn't necessarily swallow the marketing without questioning it but is it really making stuff up?