Bounty Announces Weaning & Milk Policy Changes

LONDON -

- 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.

Alison Poole, Professional Relations Director at Bounty said, “Bounty 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.

Alison Poole added, “Bounty reinforces the advice that babies should be 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 (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.

LONDON, November 4 /PRNewswire/ –

Source: Bounty

For further information please contact Lisa Penney on +44(0)1707-294000 or email lpenney at bounty.com