Bounty Announces Weaning & Milk Policy Changes
– New Policy Change to Prevent Promotion of Weaning Food Brands and
Existing Formula Milk Exclusions Extended to ‘Toddler’ Milk Products
In an ongoing effort to improve its service to new and expectant parents,
Bounty Parenting Club today announced plans to implement a set of policy
changes that will enhance its support for the Department of Health’s advice
for exclusive breast-feeding for at least the first six months and for six
months as the recommended age for weaning babies.
At its earliest opportunity (expected end of 2009) Bounty will cease to
carry weaning food promotion (i.e. any food which exclusively markets itself
to aid the transition between milk and a solid diet) in any of its
communications to new and expectant mums.
Weaning foods are currently labelled in accordance with the European
Union Directive, and the minimum age at which a weaning food can be labelled
is still four months.
believes that current labelling conflicts with the Department of Health’s
recommendations and gives a confusing message to new and expectant mums.”
Whilst Bounty does not promote any infant formula or follow-on milks, it
has extended its exclusion to ‘Toddler’ and ’12+ month’ milk products from
the end of this year, due to concerns about promoting formula milk by brand
association.
exclusively breastfed until they are at least 6 months old and takes its
responsibilities for giving information to new and expectant mums very
seriously. We have an in-house audit panel that reviews everything that goes
out under the Bounty name in line with accepted best practice standards. We
believe that these policy changes are in the best interests of new mothers
and babies who are our primary consideration.”
Editors’ notes:
Bounty (http://www.bounty.com) is the UK’s favourite parenting club,
providing information, support and products for young families throughout the
four key-life stages: pre-birth, birth, toddlers and pre-school.
SOURCE Bounty