Baby food versus breast feeding: When may infant nutrition be promoted

Humana, an infant nutrition manufacturer, has opened its offices in the UAE. In an environment that is increasingly growing hostile towards the commercial activities of manufacturers of infant formulas, we asked Humana about its marketing strategies.

The marketing of infant nutrition products is subject to a set of strict rules, set out in the International Code of Marketing of Breastmilk Substitutes (ICMBMS).

According to the World Health Organisation, there is a general decline in breast-feeding in many parts of the world. This decline is related to socio-cultural and other factors, including the promotion of manufactured breast-milk substitutes.

With the Code it regulates the marketing strategies that companies may and may not adopt. For one, the company must promote the superiority and benefits of breastfeeding when offering its products.

The position of Humana is that from a scientific point of view, breastfeeding is the best there is. We are here to provide a product whenever breastfeeding is not there, clarifies Olivier Vavasseur, Head of International Markets at Humana.

Humana takes pride in the fact that as a substitute, it provides the best nutritious formula. In doing so, it provides evidence as to why breast milk is so important, and why Humana has been able to be a second best option.

"Breastfeeding is the golden standard," said Richard Zelenka, Head of Medical and Scientific Affairs at Humana. There is a list of nutrients present in breastmilk and not any dairy company will even get half-way through this list in resembling this formula.  It is a science provided by nature."

However, during the scientific launch of Humana in the UAE, the scientific focus is on one element in particular: prebiotics. A scientist from a reputable hospital in the UAE takes the stage to explain why prebiotics are important.

It is the explanation needed to show that Humana provides with a product that is second best, in case the mother is unable or chooses not to breastfeed.

"The mother might give up breastfeeding because of physical reasons, or because she needs to go back to work. But I think it is in our common interest, for physicians and the infant formula industry alike, to provide with the best products that stimulate growth in that timeframe. Our message is that we are the number two, after breastfeeding, and we are there when breastfeeding is not possible," said Zelenka.

Although integrating this message clearly, substitute infant nutrition is not the only focus of Humana, explains Olivier. "We provide a solution from the start up to 36 months, during which breastfeeding needs to be supported with other nutrition," said

"Infant nutrition should not be opposed to breastfeeding. It should complement the breastfeeding during the first 36 months. A child is not only made to drink. After a certain time the child will start eating as well, and it needs to make a transition to solid food.

It is known that during the first 36 months of a child's life appropriate nutritious food is the focus. We are there to say that we can do much better in the remaining 12 months. And off course, as a commercial company we provide the product," Olivier explained.

According to him there is plenty of freedom within the framework of the law to discuss these subjects. "The rules have been made to promote that breastfeeding is the best alternative. The rules do not so much look at the appropriateness of the nutrition. We do have the freedom to participate in providing the appropriateness of this nutrition."

According to the Code, companies providing infant nutrition formulas may not advertise and promote their products. However, as long as the Code exists companies have flouted the rules. In every report published by the WHO the violations of almost every company come to the fore.

"It is more interesting to hear the criticism than to hear a good message," said Olivier. "It has become a bit of a hot topic. The audience is less attentive to the message of the appropriateness of the nutrition.

"We contribute to accumulating information about what we provide. In terms of science, we do research and we communicate the results of this research with health care professionals, so they know what is in the market."

That being said, another crucial element of the Code is touched upon, where the relation between manufacturers and health care providers is regulated. According to the Code, the company may not use the health care system to promote infant formula and other products within the scope of the Code. Further, the company may not provide financial or material inducements, including free samples to health workers to promote breastmilk substitutes.

"This is something completely against the rules. We do not offer any commercial incentives to health care providers. We do sell our product, because there are mothers who for various reasons need to rely on an infant nutrition formula. It is the role of the doctor to say at such point: this is the liquid form.

According to Olivier, the relationship with the healthcare provider ends where the relationship between doctor and patient begins. "We do not interfere in what should be told to the patient. Doctors are trained to have this knowledge, it is their job to do this. This is a red line for us.

After the first months of the infants' life, the relationship between parent and health care provider might alter, and the mother might seek other sources for information on the best appropriate nutrition, explained Olivier.

“This is where we would like to inform the parent about when breastfeeding should be complemented with which nutrition. Not every element can be applied at every point. It is important to know when egg should be introduced, and when meat should first be eaten." 
 

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