Formula Marketing Exposed

The 2010 Pediatric Products Handbook by Mead Johnson boasted of a "new" formula.  What is this brand new miracle in a can?  It's a sleep aid for children.  Well, it doesn't read exactly like that, but the actual words under "Product Features" are even more frightening.  I photographed the page, because as skeptical as I am, I would want to see it for myself and I believe my readers deserve the same consideration.
The product, Enfamil Restful "contains a rice carbohydrate that is designed to gently THICKEN IN BABY'S TUMMY."  They say it like it's a good thing!   Enfamil is marketing this product "For Bedtime Feeding."

The product claims that this is a "natural way to help keep baby feeling satisfied"...it's all there, read it...as many times as it takes to believe it.  Since when is throwing starch into a bottle "natural"?  

As you are still shaking your head, read the section about "Long-Term Usage"...yep, they say it..."it can provide a sole source of nutrition for infants UP TO AGE 6 MONTHS! Moms are being encouraged to start their newborn out on this stuff in order to make "better sleep a better possibility."  This formula is also available at local WIC agencies.  I think more counseling needs to be done during appointments concerning this product.

What problems do I see with this marketing scheme?  Where do I start?  First, we are setting moms up to think babies are supposed to sleep through the night.  Most of us know, or have heard, about the importance of brain development during the waking hours.  We should not encourage newborns to go several hours without waking right after they are born.  This is detrimental to their growth and development.

Also, formula is supposed to mimic the gold standard, which of course is human milk.  What do we know about human milk and digestion?  The proteins in breastmilk are easily digested and human milk is processed quickly--requiring regular feedings (small, frequent meals--spaced out throughout the day--is even a recommendation for children and adults).  These small, regular feedings do not require the stomach to stretch to hold an abundance of food that must be processed over a long period of time.  Formula is far-from replicating breastmilk in this instance.

This type of formula and teaching is contributing to the obesity problem in our country.  A big meal before bed and letting an infant "sleep it off" is absolutely ridiculous.  

Why do I think Mead Johnson created this formula...because moms wanted it and it would be a huge money maker.  Parents are exhausted.  They want and need sleep.  Then they hear about a company that makes a product that will "help them get better sleep..." and the geniuses in the marketing division have a slogan to get these cans flying off the shelves.

The funny thing is, this formula has been around quite awhile.  Look back at the printed page.  Let me draw your attention to the bottom of the first paragraph.  "Enfamil Restfull is the same fourmulation as Enfamil A.R."  Really, this miracle has been around?  Yes, and it was successful at helping with spit up and doctors would often recommend it for reflux...okay, so why wasn't it a best seller?  The name.  Parents may not remember what AR does and what it stands for, but "Restfull" they understand.  Sleep...that's a word they would like to have back in their vocabulary, so... "A Star is Born" a gold star...confusing parents and causing them to rely on a sleep aid for their child.  The company did not invent anything new, they re-purposed something old...gave a face lift to a can, revived a recipe with a "sleep better" slogan.

What's in this can that helps a baby sleep so well?  According to the rules of ingredients, let's just check out the first four, to see what constitutes the greatest percentage of this product:

1. Nonfat milk
2. Vegetable oil
3. Rice starch
4. Lactose

Okay, it may make an infant sleep better at night, but I sure couldn't sleep knowing I had given this to my baby.  It is crucial that we educate well-meaning parents about the marketing tactics being used on them.  Parenting is a difficult job...we lose sleep when our children are infants, when they have the flu, when it's thundering outside, when they learn to drive...parents will have some sleepless nights and sacrifice a lot more than sleep for their children, but what they get in return is priceless.

It is not my goal to target formula in general, but the deceptive marketing strategies being used on new parents.  I believe we must be informed in order to make "informed decisions."  I hope you can use this information as a teaching tool for prenatal and new moms.  I have not had a mom, nutritionist or dietitian disagree with me about my concerns once I shared this information with them...share...inform...support...

If families need additional breastfeeding help, share a link with them or encourage them to contact a Lactation Consultant.

I have some more marketing and advertising tactics I am looking forward to sharing in the near future.  Stay tuned as I reveal what I have found in my research...

Christy Jo Hendricks, IBCLC, RLC CD(DONA), CLE

www.birthingandbreastfeeding.com

I will be providing a CAPPA CLE Training in October.  Would love to have more Lactation Educators sharing this information.  Find out about the Training on my Website.

Preface to The Truth about Infant Formula

I have been asked to share the information about formula and advertising that I presented at a recent conference concerning infant formula and how it is marketed in our Western Culture. This will undoubtedly have to be a multi-part series, so let me begin with the Preface.

Scientists, doctors, nurses, medical professionals--all agree and validate the fact that breastmilk is not only the ideal food for infants, but also that children can experience sickness and disease if it is withheld from them, yet, mothers still turn to formula as a legitimate alternative to breastmilk.  Families are targeted by an industry that spends millions of dollars annually to advertise.  They invest heavily in misleading unsuspecting audiences and unfortunately, the payoff is great. According to Companiesandmarkets.com, baby foods and infant formula market is projected to reach about US $2.3 billion by the year 2015.

There's an entire history of formula that hopefully I will be able to write about later.  But in a nutshell, formula was just that a "formula" concocted to sustain life in a moment's notice--in emergencies when a mother was unable to provide breastmilk and a wet nurse was unavailable.  It was a scientific breakthrough and an incredible contribution to the medical world.

History does not only repeat itself in regards to formula advertising...it practically mimics the tone and inflection of each word as noted in this 1920s ad.

A good history lesson written can be found at Dispelling Breastfeeding Myths

I like to compare infant formula to Total Parenteral Nutrition (TPN). TPN is nutrition given via a catheter when a person cannot tolerate food.  There are risks of infection, blood clots and other complications.  It is not ideal, but is a legitimate substitute in dire circumstances.  As useful and necessary as TPN is, a medical professional would never say, "TPN is easier than preparing food and it has all the ingredients that food has, so you can just TPN feed."

I hope my point comes across graciously.  I know there is a place for formula (artificial baby milk), but its place is not in the gut of a baby when it is not medically necessary.  There is a hierarchy of infant feeding that begins with mother's own milk, goes through the list of donor milk and finally ends with formula, but make no mistake, formula does do it's job at sustaining life, and the "formula" has improved over the years. I don't think the formula product is the real culprit in our battle to encourage breastfeeding or to educate moms, but the advertising techniques and the misleading information being promoted is what we must expose and combat.

My next posting will undoubtedly contain several photos and formula labels depicting the false advetising, but as a sample, I will demonstrate some "misleading" advertising on the new Enafamil Premium box...the side of the box boasts: "New! Natural Defense Dual Prebiotics for digestive health.  Enfamil Premium provides these three proven* benefits...

The front of the box mirrors these statements:

The discerning individual will trace the asterisk (*) and try to locate the information that expounds on the study, one must look hard to locate the additional information...kind of like "Where's Waldo"...not only is it small print, but it also lays at an unnatural angle.  People read left to right and would naturally turn their head to read the statement, but the clever (well planned) placement of the note forces the reader to turn the box upside-down to solve the puzzle...yes, this is strategic.  Also, the phrase "Natural Defense" is a trademark, it does not mean that this formula has an actual natural defense, the trademark name suggests the like, but once again it is strategic advertising. Even the packaging and labeling attempt to lure consumers.  The new packaging is a gold, metallic box with the name "Premium." posted predominately on the front. Just a glance across the supermarket shelves reveals that a savvy advertiser has this box shouting, "Pick me!"

Another aspect of advertising would be the violation of the WHO Code, once again something that needs mentioning, but would constitute another writing segment.  There is some good information already in print about the Code and how it is being violated on a regular basis by formula companies.  Jump over to the 24 page pdf of the WHO Code of Marketing of Breastmilk Substitutes to read the original Code, then dive into some of the blogs and articles showing how the Code is violated on a regular basis.

• Nestle Violations and Obesity
• The International Baby Food Action Network
• The Spectrum of WHO Code Violations
• http://www.draparrilla.com/pdf/formula_labeling-violations.pdf
• Ontario Public Health Position Paper

My favorite media clip of the Code violation was created by some of my GOO Students as a class project this year.  They used the "CSI" approach and arrested a can of formula for being in violation of the Who Code and announced that the formula was going to be put in the "can."  I had it posted on my site for awhile, but lost it over time...great concept though...someone needs to hold the companies accountable.

This part may get a little off track, but what about Fair Advertising, violations of the WHO Code and class action litigation, and the National Advertising Division's involvement with regulating advertising?  Well, STATE COURT CLASS ACTION SETTLEMENTS:  A PATTERN OF ABUSE AND A 
PROPOSED SOLUTION made the following observations and cited the lawsuit Free v. Abott Laboratories

Every year, thousands of class actions are filed in the United States – the vast majority in our state court system.  The attorneys who file these lawsuits purport to represent thousands or even  millions of allegedly injured individuals.  But too frequently, the interests of the supposedly
injured parties are not really represented at all.  Instead of pursuing the interests of their supposed clients, the attorneys strike a deal under which the money ends up in their own pockets– rather than the hands of the supposedly injured parties they claim to represent.  The result is more and more class action filings, concentrated in certain state courts, and a growing pattern of settlement abuse.

 Free v. Abbott Laboratories

 In this infant formula antitrust action, the district court concluded that the proposed settlement was neither fair, nor adequate, nor reasonable, because members of the class would receive no more than four to six dollars (a tiny fraction of the $4.3 million dollar settlement) each, while their attorneys would receive $1.5 million dollars.  

Even when these companies have to "pay the price" they pay it to the pockets of attorneys and the media rarely considers the rulings newsworthy.  Exposure of lawsuits, recalls, detrimental chemicals found in formula, bug parts discovered in powdered cans--all need exposure and media attention on a regular basis, not just as a means of promoting breastfeeding, but to scrutinize formula for mothers that trust it to nourish their young.  Accountability is always a good thing.