Billion-dollar war over baby food

Concern is increasing among health professionals about pharmaceutical companies flouting the international code for marketing breast milk substitutes. Makers of infant formulas are increasingly buying into the support of healthworkers and sponsoring conferences to exhibit and push their products. “It is a billion-dollar battle every day for the baby’s first food,” said Lucy Sullivan, of […]

Concern is increasing among health professionals about pharmaceutical companies flouting the international code for marketing breast milk substitutes.

Makers of infant formulas are increasingly buying into the support of healthworkers and sponsoring conferences to exhibit and push their products.

“It is a billion-dollar battle every day for the baby’s first food,” said Lucy Sullivan, of 1,000 Days, at the #InvestInBreastfeeding roundtable at the 2016 Women Deliver Conference in Copenhagen.

“The breast milk substitute industry is a billion-dollar industry and expected to grow to $71 billion in three years. It is fighting tooth and nail.”

The World Health Assembly is to vote on resolution to expand the scope of the code.

Formula makers are accused of flooding markets with brands and filling airtime with advertising.

They are also aggressively pushing follow-up formula for babies anywhere up to six months with claims of stronger protection and outcome.

But the science behind it points to the foods being nutritionally inferior to breast milk, containing added sugars and fats that contribute to baby obesity.

“It is ‘inspired by breastmilk’ is the term,” said Sullivan. “There is nothing that comes close to breastmilk. Not only does it have basically all nutrients a baby needs at least for the first six months, it has living cells and immunological benefits, and that cannot be replicated in a product.”

“It is that kind of aggressive inappropriate marketing that we are trying to make sure that countries themselves to look at and regulate so that women can have the right information to make the decision for themselves and their families.”

Only 37 countries have endorsed the code around the world

Proponents say aggressive marketing has affected breastfeeding rates around the world. In Senegal, with weaker controls, nearly 35% of women had seen an advert for infant formula.

In Cambodia, with stronger controls, some 112 formula brands are on sale.

The code remains a “guide, not a legal framework,” said Mette Kinoti, of Helen Keller Foundation.

“What we need in-country is to translate it into law and monitor it.”

Proponents are pushing for improved breastfeeding rates among women, but insist it must include support, according to Michelle Griswold of the International Lactation Consultants Association.

Said Karla Rubinger, of Academy of Breastfeeding Medicine: “There should be support. In the olden days, it was the community, family and extended family. Now we have the extended health care.”

But up to 800 million are not covered by maternity protection, including flexible working hours, paid maternity leave, and workplace solutions that help women combine breastfeeding, home and work life.

According to Amal Omar-Salim, up to each extra month of leave reduces chances of infant mortality by 30%.