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Lactation Information and Discussion <[log in to unmask]>
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Sun, 4 Nov 2012 16:10:53 +0800
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From an article in today's paper:

http://au.news.yahoo.com/thewest/a/-/wa/15279764/squeeze-on-baby-juices/

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"Squeeze on baby juices"

"A leading Perth nutrition adviser has attacked the marketing of a new range of infant fruit juices that come in plastic bottles fitted with a teat. Professor of public health Colin Binns, from Curtin University's faculty of health sciences, described Bebi drinks as outrageous, arguing young babies only needed breast milk or formula.

The product line includes white grape and apple and banana fruit juice and is marketed as specially formulated for infants. Professor Binns said because the bottles came with teats it meant they were targeting babies, which went against national infant feeding guidelines.
[…]

According to the manufacturer's website, Bebi drinks have no added sugar, artificial flavours or colours but contain natural sugars. "We understand that while breastfeeding is always recommended, it isn't always possible," the site says. "We've created Bebi's line of infant drinks to help give parents the feeding convenience they need, no matter where they go."

But Professor Binns said the marketing of the products could confuse parents about what their babies should be drinking.

"We recommend that after the age of six months if you want to give a baby something extra it should be water and then it should be out of a cup," he said. "The NHMRC doesn't recommend giving juice to infants under 12 months of age. One danger is that it could displace breast milk or formula which contain a whole range of nutrients."[…]" 
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The Bebi website is terrible, terrible, terrible. It advocates use of these bottled juices for babies while travelling,  on visits to the park, in waiting rooms, at the post office, for busy mums with more than one child (including a specific example of giving it to a fussy eight-month-old when you're busy doing laundry), to "take a break and enjoy a little bit of that free time" by having dad hold the baby while it suckles on a juice bottle.

And yes, the very first item in their FAQ is:

===
"Isn’t breast feeding best for my baby?

At Bebi®, we understand that while breast-feeding is always recommended, it isn’t always possible. Our mission at Bebi is to help parents who need an alternative feeding option for various reasons. That’s why we created Bebi’s line of infant drinks, to help give parents the feeding convenience they need, no matter where they go or what their specific situation."
===

And one scenario page says they are "ideal for a busy mum of two young children because they are suitable for infants 6 months old and up — which means there’s no need to buy and pack separate drinks for each child while on the go."

Another scenario page says that infant juices are a suitable alternative on busy mornings when you have to get on the road for work.

This makes it very clear that these are being marketed not as an occasional treat for toddlers, but as a routine, everyday replacement for breastfeeding in infants.

And to put the icing on the cake:

~~~
"[…] As a mum, the thought of feeding everyone is always a lingering thought.

Wait. No time for those thoughts. A cricket team is assembled and some baby formula has to be quickly mixed with Bebi Water, (so much easier than with milk with this baby drink!). Quick, run to catch the ball, missed. The runs are counted. At least baby is safe sucking at her first Bebi of the day, sterile and healthy, and grandma is cooing away. A ball goes long, dive and a fumble, dad isn’t going to be popular. Mum’s turn to bat and everyone comes in tight. Ethan throws, mum misses. The kids fall with laughter.

‘Come on let’s eat’ says someone and the goodies are laid out for everyone to tuck into. The bubbles is opened and for once there is no need to awkwardly feed the baby, to somehow heat milk, or breast-feed. A bottle is popped open; she is in her element sucking at the teat, taking in all the formula diluted with sterile, purified Bebi water. Even mum can relax and enjoy all the treats on offer and not worry about feeding the kids. They are all content, in their own worlds, with chocolates, cheeses and the toddler with his very own Bebi organic juice drink. […]"
~~~

No need to breast-feed. No need to breast-feed. All content in their own worlds. No need to breast-feed. 

Lara Hopkins

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