The "breastmilk formula"!!!!!????

[sg784]

Article/blog here

"The Breast Milk Formula?"

Speaking of deceptive marketing:
Reader Anna emailed me to point out that the formula company Enfamil is marketing one of their formulas as "The Breast Milk Formula" in the title of their one of their webpages.
This is the most blatant form of unethical marketing I've ever seen from a formula company, and unfortunately there are many examples to chose from. And of course it's a clear violation of the International Code of Marketing of Breast Milk Substitutes.

The enfamil site she references is here

Are they SERIOUS!?? Of course they are! Its a business!

[AllyRae]

I've smelled that formula before...it's so *not* breastmilk-like. It is fairly rancid smelling.

So, why doesn't the WHO do anything about stuff like that? Are they afraid to take on the formula companies?

[1littlebit]

what in the world is a 'breast milk formula'? its either breast milk or its formula. in their commercials they say "our closest formula to breast milk" and then they have the warm fuzzy mom and baby in the back ground where they tell you why its the closest to BM.

you know what i find interesting? the formula companies are constantly trying to make formula more like breast milk... and advertising how close they are to BM. its like they are advertising to women who cannot BF for w/e reason and would be looking for the formula that is as close to BM as possible.

why would they even bring up BM in their advertising? women who use formula b/c they cannot BF probably make up less then half of the FF population. wouldn't it make more sense to target people who don't feel strongly about BFing... or are already intending to FF? and if someone is choosing to FF simply b/c they don't want to BF or don't think it is better are they really going to care which formula is the most like BM?

[SashaBear]

They want those people that are on the fence. They are trying to convince the moms that formula is so close to breastmilk that it doesn't really matter what you chose. Then they show the happy mom and baby.

[Just Elsa]

Originally Posted by 1littlebit

why would they even bring up BM in their advertising? women who use formula b/c they cannot BF probably make up less then half of the FF population. wouldn't it make more sense to target people who don't feel strongly about BFing... or are already intending to FF? and if someone is choosing to FF simply b/c they don't want to BF or don't think it is better are they really going to care which formula is the most like BM?

The people who don't care are already buying formula. They want to aggressively target the demographic of women for whom forumla is a necessity rather than a choice. I'm NOT saying this is right or ethical advertising, just that it makes good business sense. Even if that demographic is only a portion of the total market, cornering it is going to be lucrative.

I had health problems that required me to pump and dump for several weeks and had to suplement with formula. I'd have seriously considered a formula that called itself "closer to breastmilk" for that time period. Considering how emotionally vulnerable I was, I'd have jumped at anything that promised to alleviate the guilt a little. Again, not saying that's ethical or good, just that it would have brought them my money which is really all they care about.

[1littlebit]

thats sick. i understand their reasoning.. but it just seems sickening that would target already vulnerable women.

[EdnaMarie]

Originally Posted by AllyRae

I've smelled that formula before...it's so *not* breastmilk-like. It is fairly rancid smelling.

So, why doesn't the WHO do anything about stuff like that? Are they afraid to take on the formula companies?

nak

what are they supposed to do, besides whine? they are not a legislative or enforcement agency. it's the un- you want them to sic the blue helmets on the factory? they have the agreements & voluntary codes.

[1littlebit]

might get their attention.

[ShwarmaQueen]

Originally Posted by AllyRae

So, why doesn't the WHO do anything about stuff like that?

Money.

[MaryJaneLouise]

Have they already changed it? I don't see it on their web site

[Mama2Rio]

Originally Posted by MaryJaneLouise

Have they already changed it? I don't see it on their web site

yeah... it says "our closest formula to breast milk"! maybe some one reported it to WHO as a violation!?

[sg784]

nope, look at the top left of your browser window when youre on the page. it says "The Breastmilk Formula"

[Hopesmommy]

I supplemented my dd with that formula and can attest to the fact that is doesn't smell anything like breast milk, nor is it nearly as easy to digest.:

[1littlebit]

smells better then nutramigen ... don't sniff it and don't get with in a mile of a poopy diaper worn by someone who drinks it.

why is the one they say is closest to breast milk not the one that is easiest to digest? it seems like the one that is closest to BM would also be the easiest to digest .. but maybe not.

[ShwarmaQueen]

Originally Posted by Hopesmommy

nor is it nearly as easy to digest.:

That's for sure. My nephew didn't start spitting up until he started drinking it (was BF prior).

[JamesMama]

Originally Posted by 1littlebit

smells better then nutramigen ... don't sniff it and don't get with in a mile of a poopy diaper worn by someone who drinks it.

That.

My nephew was on one of those (Nutamigen or the A-one, not 100% sure) and I kind of pride myself on having the STOMACH OF STEEL I've changed a ton of poopy diapers in my time (between my kids, my brother, my friends kids) and never gaged or had to turn away or anything (when I'm not pregnant I suppose) but that kid...Whooooo Boy! I almost lost my lunch. And I'm sure it was the formula because I've changed the diapers of kids on regular formula and been fine...that stuff...toxic I tells ya.

[Agatha_Ann]

When you open the webpage and scroll down, they have a chart comparing the formula to breastmilk with checks in both columns of 5 "important nutrients" where it appears that the formula is every bit as good. Even if formula was actually equal in these five nutrients, where is the list of all the other nutrients and beyond in breastmilk without the check in the formula column? The entire page is deceptive if you ask me, title and then some.

[teale]

What I want to know, is if these companies continually, blatantly violate the WHO code, why isn't something being done, and what can we do to start making sure these companies start playing by the REAL rules, and not ones they make up to try to get vulnerable women to purchase their product?

[AnnaNova]

enfamil ads have been on my mind a lot lately...
i picked up this magazine toys r us and on the first page there was an enfamil ad that said 'YOU WANT HER TO HAVE THE BEST START' with a precious blue-eyed baby girl picture covering the entire page... and then some more catchlines... i mean for someone who is 'on the fence' like someone said, seeing these things over and over and over again might in the end be very convincing...
i was picking out formula for my sister the other day (she doesnt produce enough milk) and this one brand i ended up buying said 'toddler formula' on the can, i wondered how its different from any other formula, so on the other side it said that they believe that for the first year there is no better food for a baby than mother's milk, therefore they do notadvise using it for children younger than 1 unless suggested by health care provider: i mean if i were to buy formula for me this is the one id buy...
i think every can of formula should have a message like that, you know, like ciggs have about causing cancer, or like menus in restaurants warn that eating undercooked meat might make you sick... if formula had something like that, i bet more parents would think harder before switching.
what i am wondering about is if they could make tobacco companies put that on every pack they sell, what would it take (and how) to do it with formula companies?

[ShwarmaQueen]

Originally Posted by AnnaNova

i think every can of formula should have a message like that, you know, like ciggs have about causing cancer, or like menus in restaurants warn that eating undercooked meat might make you sick... if formula had something like that, i bet more parents would think harder before switching.
what i am wondering about is if they could make tobacco companies put that on every pack they sell, what would it take (and how) to do it with formula companies?

Not so much the same type of warning (since FF is truely needed and lifesaving in some situations) but it might help if it came with a "side-effects" label...something like- "may cause gas, fussiness, rash, eczema, diarrhea, projectile vomiting, foul-smelling stool, etc." to give useful information to parents who might think it's the same as BFing.