Midwives at Tesco's Cheshunt, Hertfordshire location have donned branded attire and undergone training by a formula milk company as part of the new initiative.
However, The BMJ has noted that critics are concerned about the service being a step backward, reminiscent of the "milk nurses" scandal in the 1970s, where formula milk industry representatives, posing as nurses, promoted formula milk to parents.
Recently, a midwife working for Danone withdrew from the pilot program, telling The BMJ that she could not support what she viewed as an "unethical" service.
The article quoted her as saying: “Considering the context, I choose not to be associated with formula companies that breach the International Code of Marketing of Breast-Milk Substitutes. It's fundamentally unethical.”
She emphasized, “That was a line I couldn't cross – women trust me as a midwife.”
She further commented, “Ultimately, we're boosting Danone’s reputation, sales, and product appeal, which isn't our main job. Our role as midwives is to protect women and advocate for their rights.”
The World Health Organization and UNICEF established the Code of Breast Milk Substitutes in 1981, which has been enacted into law in over 100 countries, stipulating that "marketing personnel" must avoid any contact with "pregnant women or mothers of infants and young children," whether direct or indirect.
While UK law covers some aspects of the code, it doesn't include all provisions.
A spokesperson for Danone UK & Ireland stated that the company aimed to offer "impartial nutritional advice," that the branded uniforms were "not compulsory," and that they were considering "all feedback" during the pilot.
The company declared: “By participating in Tesco’s health services trial, we aim to give parents easy access to high-quality nutritional information. The first 1,000 days of a child's life are pivotal for development, so it's crucial for parents to have guidance and resources to support them and their children during this critical time.”
“At AptaClub, we provide unbiased nutritional advice to empower parents with the necessary knowledge to make informed decisions that support their babies' growth and development. Recognizing the challenges parents face in accessing information and support, such as time constraints, we offer in-store consultations with trained professionals as a convenient solution, and the response from parents has been very positive.”
A Tesco representative said: “This pilot program in a single store is designed to offer additional support to parents and caregivers by providing free and unbiased advice as part of a broader initiative encompassing various health and wellness services.”
"The pilot will conclude at the end of January, and we will consider feedback from customers and stakeholders as we plan our future support strategies."
