I have been receiving many emails regarding Medela's letter below regarding changes being made in packaging, text, and graphics of their feeding bottles and nipples. These changes have been confirmed and will be taking place over the next few months. It is always good news to see companies working to meet their obligations under the Code.

Marsha Walker, RN, IBCLC
Weston, MA
Executive Director, National Alliance for Breastfeeding Advocacy

1.       Why are we making these changes?
During market research being conducted on a packaging project, we discovered the nipple on the package doesn't help mom with her purchase decision.   Additionally, we recognize that the nipple images have caused concern amongst some healthcare professionals.  The combination of these two factors influenced our decision to remove the nipple images from our breastpump packaging.
 
2.       Has our position changed?
This does not change our position nor our commitment to provide mothers a complete system that allows her to breastfeed as long as she chooses, even if she must be separated from her baby.  We will provide safe options for her and will continue to communicate this information to her in a way that encourages her to continue to breastfeed and provide breastmilk to her baby when separated.
 
3.       What are the changes?
The nipple visual will be removed from all personal-use packaging wherever it currently appears.  The side panel, currently with cross-sell information on our breastmilk feeding products, will also be changed.  "It's all inside!  Pump. Store. Feed and Transport breastmilk" visual from the back of the package will be removed.
 
4.       What products are impacted by these changes?
Harmony®, Swing™, all Pump in Style® models and Freestyle™
 
5.       When will these changes occur?
Over the next 3 months, we will update the packages mentioned above as they come up for re-print.  Please keep in mind that while we will be making these changes sooner rather than later, the consumer and our customers may not see these revised packages for up to 6 months on shelf.
 
6.       How will our Breastmilk Feeding Bottles packaging be impacted?  
Breastmilk Feeding Bottles and Sets (all sizes) will have the words "complements breastfeeding" removed from the call-out on the package.  The visuals on this packaging will not change.
 
7.       Is our literature changing?
Not at this moment.  
 
8.       How will the website change?
The website has been updated to incorporate the changes mentioned above, for example, all breastpump product images no longer include the nipple within the product shot.  
·         We still acknowledge via copy that a wide-base nipple is included; however the words "complements breastfeeding" will be removed.  
·         The WHO Code statement has been revised to a shorter version, and has a direct link to Michael Larsson's statement  Is WHO Code compliance enough to effectively promote breastfeeding





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