The midwives at Tesco's store in Cheshunt, Hertfordshire, have received branded uniforms and completed training provided by the formula company as part of the initiative.
Nonetheless, The BMJ highlighted that some critics expressed worries that the service represented a regression, drawing parallels to the “milk nurses” controversy of the 1970s, during which formula industry representatives disguised as nurses encouraged parents to use formula milk.
Last month, a midwife employed by Danone resigned from the pilot program, stating to The BMJ that she could not align herself with a service she deemed "unethical."
The article quoted her as stating: “Given the background, I prefer not to align myself with formula companies that violate the International Code of Marketing of Breast-Milk Substitutes. It's simply not ethical.”
"That was the boundary I couldn't breach – women have faith in me because I am a midwife."
She remarked, “Ultimately, we are enhancing Danone’s image, boosting their sales and product appeal, even though that’s not our primary responsibility. As midwives, our duty is to safeguard women and champion their rights.”
The code for breast milk substitutes, established by the World Health Organization and UNICEF in 1981 and implemented as legislation in over 100 nations, specifies that "marketing personnel" must refrain from any direct or indirect interaction with "pregnant women or mothers of infants and young children."
UK legislation addresses certain aspects of the code, but not all of its provisions are included.
A spokeswoman for Danone UK & Ireland said it only intended to provide “impartial, nutritional expertise”, that the branded uniforms were “not mandatory in any way”, and it was taking on board “all feedback” as part of the pilot.
The company stated: “By taking part in Tesco’s health services trial, we are providing parents with straightforward and convenient access to top-notch nutrition information. The initial 1,000 days of a child's life are crucial for their development, making it vital for parents to have access to guidance and resources to support them and their young children during this key period.”
“At AptaClub, we offer unbiased nutritional guidance to empower parents with the knowledge necessary for making informed decisions that aid in their babies' growth and development. We recognize that parents often face challenges in obtaining information and support, such as limited time. Therefore, providing in-store consultations with trained professionals serves as a convenient solution, and feedback from parents has been overwhelmingly positive.”
A representative from Tesco stated: “This limited pilot program in a single store aims to provide extra assistance to parents and caregivers by delivering free and unbiased advice, as part of a broader initiative that includes various health and wellness services.”
"The pilot program will wrap up at the end of January, and we will take into account the feedback from customers and stakeholders as we determine our future support strategies."
Vicky Sibson, the director of the First Steps Nutrition Trust, a charity dedicated to encouraging healthy eating among children under five, informed The BMJ that Danone was employing a well-established marketing strategy.
She stated: “While they are not violating UK laws, they are in breach of the International Code of Marketing of Breast-Milk Substitutes, which explicitly discourages marketing staff from engaging in direct or indirect interactions with expectant mothers or those who are already mothers.”
"The problem lies in the inadequacies of UK legislation. Danone is leveraging its baby club name and logo to market its services, which in turn indirectly endorses its products."
Ms. Sibson urged Tesco to terminate its collaboration with Danone, stating: "Our understanding is that a majority of women in the UK wish to breastfeed in various capacities, and this situation exemplifies how they diminish women's confidence in their ability to breastfeed."
"This contradicts Tesco's goals of enhancing the nutritional quality of their retail offerings. They need to reassess the baby food section."
