All you pro-breastfeeders I had a leaflet from Milupa and ....

[Mosschops30]

more than half of it was about breastfeeding. It detailed the benefits of breastfeeding, how good it was for mother and baby and that its the perfect thing for baby.
Have to say I was suprised, and quite impressed.

Hard to know what to say! V surprised.

Why is that surprising??? This is a very well-known and well-establshed technique, and totally unscrupulous.

It has worked.

You are impressed.

Don't be.

Milupa are aiming at mothers who want to breastfeed their babies. They want to associate their product with this mindset. You will find the breastfeeding information is thin - there will be tons about how wonderful bf is, blah blah blah, but actual info about what to do about problems is either poor, or scanty. They want you to start breastfeeding, and then switch to formula. Mothers who start breastfeeding and then switch keep their babies on formula for longer than mothers who start off on formula. They tend to switch to cows milk rather sooner.

It's a Big Con, and marketing (selling ) is at the bottom of it.

Please don't fall for it.

yes marketing is the devil

completely agree with tiktok.

This is a very well-documented ploy and nothing to be impressed by.

IIRC they now have to convey the breast is best message. But they usually go on to suggest that their products are nearly as good.
In Germany they are running a magazine ad (for follow-on milk) with 2 pictures on either side of a double spread. Each picture shows a baby being held in an almost identical pose by its mother. In the first one the baby is bf and has silvery lines around it, caption something like 'Your milk is the best for baby'. In the second one the baby is being bottlefed and has lots of little silvery 'Aptamils' round it. Caption something like 'And after bf has ended we go on giving that protection.' So while they do appear to promote bf, they also suggest their formula is very close to breastmilk. Also, as their follow-on milk is advertised as being from month 4, they don't exactly encourage a very long bf time.

I am not disagreeing. But by that token, most bf information that is readily available seems to have similar aims.

a theoretically interesting strategy though .. especially going by the percentage of breastfeeders who decide to move to formula within the first year .. they're promoting this brand as the next alternative

any positive connotations to breastfeeding will be remembered subliminally when breastfeeder is thinking 'so, what formula'

I'm yet to find Any breastfeeding 'promotion' stuff (and I'm not talking about from formula makers) that tells you about the negatives of breastfeeding - and I certainly wasn't really told much about them in our antenatal classes, and they were very much "pro" breastfeeding - bit of a shock when I found there were downsides to breastfeeding - and things that wouldn't go well - if I didn't have such a stubborn baby that wouldn't even take my milk from a bottle I would probably have quit because the problems came as such a shock.

It even worked on me
When dd2 was tube fed in hospital I couldn't express enough and when asked what formula I 'wanted' them to give her I chose aptamil - they said it was most like breastmilk and for some reason that tied in with whatever my addled brain was telling me.

A formula company actually won a marketing award in Denmark a few years ago for successfully working against the government's efforts to increase breastfeeding rates.

It all a big bad capitalist plot.

as far as i know they're no longer allowed to advertise at all without pointing out breast is best so like tik tok said it's absolutely nothing to be impressed by, it just suggests that 4-6 months is more than enough time spent bf, why waste any more time on it when they're just as good really.