I heard this news on BBC yesterday morning, so I looked up the article to share it with you:
Yeah, the cute baby on the formula package is what is discouraging moms from breastfeeding. *eyeroll*. I don't know if the UK has the same kind of lack of institutional support for BFing that we have here in the States, but it seems like the energy spent here could better be spent somewhere else.
Plus, what's with how this helps better distinguish food for healthy babies from food for babies/people with special medical needs? I would think that a healthy infant on the package would *help* send the message that this is food for healthy infants.
Sadly, i think you overestimate the comprehension level of some women! I know quite a few moms who seriously think formula is equal or better than breastmilk. They think so because its so expensive, or because its free for low income women, it can be cultural, economic class related, and yes, they are influenced by sweet looking packaging to think it is something beneficial.
I have always said it should be packaged to look like medicine, since it best to use it only when there is a medical need of sorts...i.e., that particular infant would not be 'healthy' without the formula because breastmilk is absolutely unavailable or insufficient for whatever reason.