As a pediatric nurse practitioner I am concerned about the proposed advertising for a "new" formula called Restful.  It is really Enfamil AR with a "new" and misleading name.  Enfamil AR has specific uses for babies, who are formula fed and have GER.  Restful will be promoted to parents as a product that will promote sleep.  It is simply a fancy version of adding rice cereal to formula, a practice which pediatric health care providers condemn to parents.  

Babies need milk, period - mom's or formula.  They do not need to begin solids before 6 months. Disguising cereal in formula and calling it "Restful" is false advertising.  Whether or not cereal really increases sleep has been debated for decades.  Whether or not babies need to sleep deeply is also of concern.  Will "Restful" increase the rate of SIDs?  Has anyone investigated this?

This is advertising is also a violation of the WHO/UNICEF International Code of Marketing of Breastmilk Substitutes, which forbids direct promotion of substitutes to consumers.  

Patricia Young, APN


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