Have you seen the new (?) commercial for one of the cereal bars?  It
shows a mother reading to a preschooler, newborn cries in the next
room and mom picks baby up and gets ready to breastfeed (they didn't
show her actually beginning to BF).  Meanwhile, the preschooler goes
to get her snack -the cereal bar, and the narrator says something like
"mothers have always known how to give their babies the best source of
calcium...now ********* cereal bars is a great source of calcium as
well"  (a very loose translation.  I was too excited by the
breastfeeding to pay attention to the actual commercial message!)

Kirsten Clary, RNC