For mothers, for babies and for society

For mothers, for babies and for society

WBTi UK Report 2016 – Key findings and what you can do to help

Breastfeeding matters for mums, babies and society.

The WBTi report for the UK shows key gaps and recommendations for improvement in how all of society — the UK Government, national assemblies, local commissioners,  friends, family and community — needs to support mothers who want to breastfeed and the healthcare professionals who help them.

In order for this to happen, we need MPs to be aware of the report and recommendations, so that they carry the message to Parliament, and start the change so desperately needed.

MPs are there to listen to your concerns and to represent you in Parliament. Our video explains what the key messages are from the WBTi 2016 Report on the UK, and what we can all do together to make changes happen.

 

We need YOUR help now in this social media campaign with our video.  You can;

  • Take the report and its recommendations to your local MP
  • Tag a friend on our Facebook video launch post, like and share the post
  • Write to your MP or make an appointment to meet them
  • Post a selfie on our video launch post with the hashtags #breastfeedingmatters and #bfaction to raise awareness on social media and help us make this change

If you have breastfed your own children, if you had hoped to breastfeed but didn’t get enough support, or if you are a health care professional or volunteer supporting breastfeeding women, please get involved.

For a step-by-step guide see our campaign:

http://www.babymilkaction.org/wbtiuk-mps0217

For more information on the report, to donate, and to download our FREE report cards to give to your MP:
https://ukbreastfeeding.org/wbtiuk2016/

 

For more information on the work of Baby Milk Action and to sign up to support them
 http://www.babymilkaction.org/
UNICEF Baby Friendly Initiative
https://www.unicef.org.uk/babyfriendly/

The Code: Protecting ALL babies

The Code: Protecting ALL babies

Protecting babies from commercial pressures –

WBTi Indicator 3

#WBTi3

#ProtectAllBabies

Babies are vulnerable, so it’s crucial that decisions about how they are fed are made objectively, not influenced by advertising or other marketing ploys such as price reductions. Also, babies have a single source of nourishment – milk – in the first few months so it’s essential it’s of high quality. For breastfed babies, the mother’s body ensures quality, tailored to her baby’s needs. For infant formula you’d expect regular independent testing to ensure quality. But such testing very rarely happens!

 

To address this, Alison Thewliss MP introduced her Feeding Products for Babies and Children (Advertising and Promotion) Bill to Parliament in November 2016. The aim of the Bill is to set standards for infant feeding products aimed at babies and children up to 36 months, and their marketing, with penalties for advertisers and promoters who do not meet the standards.

http://services.parliament.uk/bills/2016-17/feedingproductsforbabiesandchildrenadvertisingandpromotion.html

 

The 2nd reading of the bill is timetabled for 24 March. If this Bill is to progress MPs need to support it. That means they need to understand the damage infant formula marketing can do, by influencing and thus restricting choice, especially when promotion is misleading and labelling confusing. Will your MP support the Bill?

 

Concurrently, Baby Milk Action is producing a detailed UK monitoring report to show that the formula industry needs to be regulated better to protect babies fed on formula. It includes profiles of the relevant companies, an explanation of the International Code and Resolutions, analysis of changes needed in the UK Law and a summary. It’s therefore a valuable source of evidence.

http://www.babymilkaction.org/monitoringuk17

Further information about the composition of formula milks, ingredient claims and costs are available from the charity First Steps Nutrition: http://www.firststepsnutrition.org/newpages/Infant_Milks/infant_milks.html

WBTi report gaps and recommendations for the UK
Indicator 3: Implementation of the International Code

WBTi 3 GapsRecs

These actions work towards implementing recommendations of Indicator 3 of the WBTi report, recommendations which include full implementation of the Code and Resolutions and coordinated enforcement. These changes would help to protect both babies fed on formula and breastfed babies, improving public health.

https://ukbreastfeedingtrends.files.wordpress.com/2017/03/wbti-uk-report-2016-part-1-14-2-17.pdf

 

 

What you can do

  1. 1. Ask your MP to attend the 2nd reading of the Bill on 24th March. http://www.babymilkaction.org/archives/12254

  2. Raise awareness of the monitoring report as evidence for the need for better formula industry regulation.  http://www.babymilkaction.org/monitoringuk17

 

Mothers’ voices #BeBoldForChange

Mothers’ voices #BeBoldForChange

#BeBoldForChange International Women’s Day

Mothers have been boldly calling for change, change in the support they need to breastfeed their babies, change in the conversation around breastfeeding. Fathers, partners, health professionals and volunteers have been boldly speaking up in support.

2016 and 2017 has seen lots of activity in the “breastfeeding world”; not that this is a mythical place where breastfeeding is seen as the norm. It’s a real place, just sadly a relatively small world at the moment. We’ve seen a new books on the subject published, we’ve seen campaigns launched, groundbreaking research and reports published, adverts made and most recently a new Bill proposed in Parliament. Any why so much action? Because breastfeeding should be the norm – I’ll go all Biology teacher here and state the obvious – we’re mammals, we have mammary glands in order to be able to feed our young. The breastfeeding world should be everyone’s world.

In recognition of International Women’s Day today, now is the time to #BeBoldForChange (International Women’s Day 2017). Everyone should know about breastfeeding, everyone should feel happy to talk about it, and everyone should feel properly supported about how they choose to feed their baby.

8 out of 10 women stop breastfeeding before they want to (McAndrew et al 2012). There are many reasons for this but Unicef only last week highlighted yet more research showing that breastfeeding support can increase the duration and exclusivity of (Unicef 2017). The World Breastfeeding Trend Initiative UK report (WBTi UK 2016) published in November last year reinforced these findings by identifying a key gap with many mothers lacking access to skilled breastfeeding support. So if mothers aren’t getting support from skilled and trained volunteers or professionals, where is their support coming from?

The current reality is that we live in a society with a formula feeding culture. What does that mean? It means our society sees formula feeding as normal, “just as good” as breastmilk. This is further entrenched in our minds through the media, online, in papers, on television. Families just don’t get the opportunity to make fully informed decisions about how they wish to feed their child because expectations and methods of infant feeding are so ingrained in our culture. “Helpful” friends and family want to support a family’s choice in how they choose to feed their baby but often they have not breastfed so advice can often undermine a family’s breastfeeding journey. Our formula feeding culture is not through the fault of any individual mother or indeed individual healthcare professionals. It’s the result of government not listening to society’s needs; it’s the fault of unscrupulous formula and bottle companies with some pretty amazing marketing strategies. I used to work in marketing – these formula campaigns are ruthless! The Politics of Breastfeeding (Palmer 2009) and Breastfeeding Uncovered (Brown 2016) are fabulous reads if you want to delve further into the impact of politics and commercial interests on breastfeeding.

So what change do we need? On International Women’s Day?

Fundamentally we all – families, supporters, employers, health professionals, politicians – we need to listen to the woman’s voice, the mother’s voice. The mother asking for support and the mothers who can offer the support. We need to celebrate the voices and the hard won wisdom of mothers who have had successful breastfeeding journeys, who have managed to overcome the many challenges they faced. Families who plan to breastfeed need to know what is normal. Many breastfeeding mums ARE happy to talk about their experiences and support and help other mums. But many shy away for fear of stimulating the breast vs. formula debate, the “mummy wars” that are so often fuelled by both the strong feelings of mothers who have been let down, and the deep pockets of the baby feeding industry. Very often the mums who formula feed have done so because they’ve been let down by gaps in the support around them. As mentioned before 8 out of ten women give up breastfeeding before they are ready to and many are not happy about it; this can even lead to an increased risk of postnatal depression (Borra et al; Brown et al). It’s not their fault but the guilt can lead to defensive conversations about how they feed their baby. It therefore shuts down the conversation around breastfeeding and we’re back to square one. These issues are what inspired UNICEF’s ongoing #changetheconversation campaign launched last year (Unicef Baby Friendly Initiative 2016).

Social media is full of private groups where breastfeeding mums have a “safe” place to share and support each other in their breastfeeding journeys without fear of upsetting mums who are not breastfeeding. But why should this be done in private? Why shouldn’t breastfeeding mums shout from the roof tops? It’s great to see that the government’s Start4Life campaign have recently requested to hear from breastfeeding mothers about their stories (Start4Life 2017). It’s a small step but one that may prove powerful. What we really need is to educate our children and our society on breastfeeding. I’m not just saying this because I’m a teacher, but if our children don’t know about it, what hope have we got to normalise it? Breastfeeding families also hold a special role, not shying away from sharing their experiences, but being bold for change and sharing what’s normal in the hope that we can normalise breastfeeding and make our “small” breastfeeding world everyone’s world.

Let’s celebrate the strength of mothers everywhere.

#BeBoldForChange

 

References

Borra C, M Iacovou and Q Sevilla 2014 New Evidence on Breastfeeding and Postpartum Depression: The Importance of Understanding Women’s Intentions Matern Child Health J DOI 10.1007/s10995-014-1591-z

Brown A, J Rance and P Bennett 2016 Understanding the relationship between breastfeeding and postnatal depression: the role of pain and physical difficulties. Journal of Advanced Nursing Volume 72 (2):273–282 DOI: 10.1111/jan.12832 [Accessed 6/3/2017]

 Brown, A. (2016) Breastfeeding Uncovered, Pinter & Martin Ltd 2016

International Women’s Day 2017 https://www.internationalwomensday.com/

McAndrew F, Thompson J, Fellows L, Large A, Speed, M and Renfrew M (2012) Infant Feeding Survey 2010. The Information Centre for Health and Social Care. Available at http://www.esds.ac.uk/doc/7281/mrdoc/pdf/7281_ifsuk-2010_report.pdf

Palmer G 2009 The Politics of Breastfeeding: When Breasts are Bad for Business, Pinter & Martin Ltd.; 3rd Revised edition (29 April 2009)

Start4Life 2017 https://www.facebook.com/Start4LifeInformationServiceForParents/?fref=nf

Unicef UK Baby Friendly Initiative 2017 Supporting Breastfeeding https://www.unicef.org.uk/babyfriendly/supporting-breastfeeding-make-it-happen/

Unicef UK Baby Friendly Initiative 2016 https://353ld710iigr2n4po7k4kgvv-wpengine.netdna-ssl.com/babyfriendly/wp-content/uploads/sites/2/2016/04/Call-to-Action-Unicef-UK-Baby-Friendly-Initiative.pdf

WBTi UK Report 2016 [ONLINE] Available at: https://ukbreastfeedingtrends.files.wordpress.com/2016/12/wbti-uk-report-2016-part-1-11-12-16.pdf [Accessed 30/12/16]

Building Loving Relationships – Indicator 2: The Baby Friendly Initiative

valentine

Will you be my Valentine? Love matters to all of us.

There will be millions of Valentine celebrations taking place all over the nation on 14 February. Hearts, red roses, chocolates, gifts, expensive treats and marriage proposals will be exchanged to signal love on that day.

But… babies are born every day. People embrace each other every day. Loving relationships begin every day! Lovers kiss every day and babies are universally loved.

Affection and love shape our brains from that first kiss on day one and continually along our life course. They create that extraordinary mother and baby bond, stimulate social interactions and enable long-lasting friendships. Early loving relationships are nurtured and supported by our families, friends, health professionals and wider society. Being held closely, and responded to sensitively, by those who love you more than anyone else, has far-reaching effects on long-term emotional security and health.

The neuroscience evidence behind this is getting stronger every year. Sue Gerhardt explained that in her book Why Love Matters: How Affection Shapes a Baby’s Brain in 2004. Margot Sunderland explained the impact of this knowledge for parenting in 2006, in What Every Parent Needs to Know: The incredible effects of love, nurture and play on your child’s development.

Humans are very adaptable and babies respond to how they are treated, feeling secure and appreciated if they feel loved. Francesca Entwistle explains the importance of helping the baby develop secure attachment in the 2013 Evidence and rationale for the Unicef UK Baby Friendly Initiative standards.

The Unicef UK Baby Friendly Initiative programme has been universal in changing attitudes and encouraging best practice over the last 20 years in the UK through robust accreditation. It delivers the minimum basic standards required to support new parents – no matter how they feed their babies. It aims to create the best environment for the start of every baby’s life but is not yet mandatory for all maternity facilities in England and Wales (see WBTi UK 2016 report – Part 1, Indicator 2).

The question is why isn’t it mandatory as recommended by NICE (the National Institute for Health and Care Excellence) 11 years ago? The guidance states: “All maternity care providers (whether working in hospital or in primary care) should implement an externally evaluated, structured programme that encourages breastfeeding, using the Baby Friendly Initiative as a minimum standard.”

The governments of Scotland and Northern Ireland have a funded national strategy with a coordinator supporting all maternal and infant health professionals, and 100% of maternity units in Scotland and Northern Ireland are accredited, with community facilities aiming to achieve the same.

This cascade of national to local support aims to ensure all parents receive the best possible information, free from the undermining effects of commercial persuasion, with practical support to be enabled to make healthy decisions for themselves, which helps fulfil the government’s health message.

Families would benefit if England and Wales followed the best practice example of their neighbours.

What does Baby Friendly care mean for parents? Relevant information from pregnancy onwards, skin-to-skin contact immediately after birth as standard practice, and practical help with learning how to feed your baby. For more details, see You can expect the following standards of care from a Baby Friendly hospital. If all expectant parents knew about the standards, they could help press for them to be implemented universally.

The WBTi UK report points out gaps and provides recommendations to overcome the many barriers that women face in their daily lives, journeying from pregnancy through birth, the postnatal months, back to work and beyond, living in their own communities. See Part 1, Indicator 2 of the report for more information, with further details in Part 2.

Implementing the WBTi recommendations would contribute to the provision of the optimal conditions all parents need to begin raising their child in a loving and supportive society.

 

References

  1. Gerhardt S (2004) Why Love Matters: How Affection Shapes a Baby’s Brain E.Sussex: Brunner-Routledge
  2. Sunderland M (2016) What Every Parent Needs to Know London: Dorling Kindersley
  3. Entwistle F (2013) Evidence and rationale for the Unicef UK Baby Friendly Initiative standards
  4. WBTi UK (2016) World Breastfeeding Trends Initiative UK Report 2016
  5. NICE (2006) Postnatal care up to 8 weeks after birth
  6. Unicef UK BFI Support for Parents 

Action List – How YOU can make a difference to mothers and babies in the UK

What difference could you make?

Join our campaign to bring the findings and the recommendations from the WBTi assessment to your MP!

We’ve produced a one-page Report Card on the whole UK with the top recommendation for each of ten policy and programme areas. There are also individual report cards for England, Northern Ireland, Scotland and Wales. Further gaps and recommendations can be found in the full Report.

Our campaign page has all the steps and links needed to contact your MPs and national assembly members, along with tips on composing a message.

#TopTip1: The most powerful way to get your message across to your MP is to meet them in person. And hand them a copy of the WBTi Report Card along with your own top priority.

We also have tips for contacting them by letter or email.

#TopTip2: The most effective way to convince them of your message is to connect it to your own local community

  • What are the gaps in support for breastfeeding mothers in your area?
  • Are there examples of good practice to celebrate in your area?
  • Can you get a photo opportunity for your MP with local mothers and babies? (Babies are always a winner!)

Don’t forget to inform us when you contact your MP, and when you get a response!

Do sign up to our supporters’ mailing list.

Thank you for your support.

Leadership and collaboration – WBTi actions, Indicator 1

The World Breastfeeding Trends Initiative (WBTi) is a tool to help countries assess their implementation of key policies and programmes. These are drawn from the WHO Global Strategy for Infant and Young Child Feeding, which was adopted by the World Health Assembly, including the UK. The first UK World Breastfeeding Trends Initiative report was published in November 2016 and launched at the Houses of Parliament. Its ten policy and practice indicators address the extent to which there is an infrastructure in a country to support breastfeeding. The process brought together organisations and agencies working in maternal and infant health to monitor progress, identify gaps and generate joint recommendations for action to address those gaps.

What is Indicator 1 about?

Indicator 1 asks if there is a national infant feeding policy, supported by a government programme, with a coordinating mechanism such as a national infant feeding committee and coordinator. The UK assessment found:

key-gaps-and-recommendations

Women have autonomy over their own bodies so decide for themselves how to feed their babies but it can be very hard to carry a specific intention when the environment is unsupportive. It’s similar to the situation faced by someone who wants to avoid becoming overweight in an environment where tempting food is heavily advertised and easily available. A UK mother who wishes to breastfeed is likely to face barriers to achieving her goal throughout her breastfeeding journey.

National leadership

How can the situation be changed? An efficient way that can help to achieve consistency across the country is to have national leadership – a national coordinator with sufficient authority, a representative high level committee and a plan or strategy for change, as described in Indicator 1. Breastfeeding Policy Matters in 2015 highlighted the importance of this and the processes needed [1].

Scotland and Northern Ireland have national leadership in place but England does not. Yet the rhetoric is there. The 2016 government guidance from Public Health England, Health matters: giving every child the best start in life explains why the early years are so crucial [2]. It lists some of the health benefits and states that ‘creating the right environment to promote and support breastfeeding is crucial’. It highlights the importance of good maternal mental health so that the mother can be sensitive to the baby’s emotions and needs, helping the baby to develop secure attachment. Breastfeeding enhances a mother’s mental health while mothers who want to breastfeed but stop before they planned to are at greater risk of postnatal depression [3]. However, instead of increasing the support available to mothers, many support services were cut in 2016 because of reduced funds available. Such preventative services were not seen as a priority.

Freedom to choose how to feed one’s baby is valued in the UK and some people are concerned that mothers might feel pressured to breastfeed if it is encouraged. Ironically, advertising of follow on formula milks that might persuade mothers to switch from breastfeeding seems to cause less concern. Yet thousands of mothers make the often upsetting decision to stop breastfeeding before they wanted to. Where is the focus on these mothers and their suffering? Supporting breastfeeding is not about persuasion but about providing the infrastructure to enable them to continue; since some three quarters of mothers already opt to start breastfeeding, persuasion is irrelevant for them. If more mothers continued as long as they wished to, the proportion starting may well increase as expectant mothers will be less likely to hear negative messages.

Unicef UK’s widely endorsed Call to Action in 2016 included developing a national infant feeding strategy board in each nation [4]. What would a strategic plan encompass? The other WBTi indicators offer key points to include, such as Baby Friendly status being a universal goal, legislation in line with World Health Assembly recommendations, adequate protection for breastfeeding in the workplace, local support that is of high quality and integrated, and health professionals who have adequate training is supporting breastfeeding. If representatives of the four UK nations meet regularly they can also share ideas. Back in 2003 the World Health Organisation produced the Global Strategy for Infant and Young Child Feeding, which includes recommendations for national leadership, and this was followed in 2008 by the European Blueprint document [5,6]. Thus there are plenty of ideas available for developing a plan. The challenge is then implementation.

Alongside national leadership by governments, as described above, the breastfeeding support charities, relevant royal colleges and other similar professional bodies, campaigning organisations and interested individuals can both amplify calls for change and help to bring it about by collaborating. The infant feeding coalition meeting in June 2016, reinvigorating the idea of the former Breastfeeding Manifesto Coalition, demonstrated the keenness there is to work together [7]. Unicef UK’s Baby Friendly consultation on developing an inclusive Foundation provides an urgent opportunity to influence this – urgent because the deadline is 31 January 2017 [8].

Please read the consultation document and respond to the survey, thus helping to influence the future.

Also, check out our campaigning guidance for you to contact your MP and discuss issues highlighted in our report [9].

 

References

  1. McFadden A, Kenney-Muir N, Whitford H, Renfrew M (2015) Breastfeeding: Policy Matters London: Save the Children
    http://www.savethechildren.org.uk/resources/online-library/breastfeeding-policy-matters
  2. https://www.gov.uk/government/publications/health-matters-giving-every-child-the-best-start-in-life
  3. Brown A, Rance, Bennett P (2016) ‘Understanding the relationship between breastfeeding and postnatal depression: the role of pain and physical difficulties’ J Adv Nurs. 2016 Feb; 72(2): 273–282 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4738467/
  4. Unicef UK (2016) Call to action for breastfeeding in the UK.
    https://www.unicef.org.uk/babyfriendly/baby-friendly-resources/advocacy/call-to-action/
  5. WHO (2003) Global Strategy for Infant and Young Child Feeding.
    http://www.who.int/nutrition/topics/global_strategy/en/
  6. European Commission, Directorate Public Health and Risk Assessment (2008) Protection, Promotion and Support of Breastfeeding in Europe: A Blueprint for Action.
    http://www.aeped.es/sites/default/files/6-newblueprintprinter.pdf
  7. Breastfeeding Manifesto The Coalition
    http://www.breastfeedingmanifesto.org.uk/the_coalition.php
  8. Unicef UK Baby Friendly Initiative (2016) Creating a Baby Friendly Foundation: A Consultation Document
    https://www.unicef.org.uk/babyfriendly/baby-friendly-resources/advocacy/foundation-consultation/
  9. Baby Milk Action (2017) Ask your MP to help enable mothers to breastfeed as long as they wish
    http://www.babymilkaction.org/wbtiuk-mps0117

The first World Breastfeeding Trends Initiative UK report is launched!

commonsThe launch at the House of Commons on 15 November of the first UK-wide World Breastfeeding Trends Initiative (WBTi) report on infant feeding policies and programmes gave some clues to which “stepping stones” along a family’s feeding journey are missing, where families are struggling to meet their own breastfeeding goals. While most mothers in the UK (around 80%) do set out to breastfeed, breastfeeding rates plummet within weeks until fewer than 1% of babies in the UK are exclusively breastfed at 6 months.

MPs from across the political spectrum attended the parliamentary launch, hosted by Alison Thewliss MP, along with guests from Unicef UK Baby Friendly Initiative (who provided a screening of their new short video on their Call to Action) health professional bodies, voluntary organisations, breastfeeding experts and academic researchers. Nearly 20 organisations were involved in developing the report’s recommendations for action.

These recommendations cover the family’s whole feeding journey, and range from the fundamental importance of full Unicef UK Baby Friendly accreditation of maternity settings, to health professional training and access to skilled breastfeeding support in the community, all the way to maternity protection and the provision of breastfeeding breaks in the workplace.

Dr Amy Brown gave a keynote address demonstrating how the structure of joined up policies and programmes forms essential underpinning to the cultural change that is badly needed in the UK.

Lack of political and national leadership, uneven health professional training, formula milk marketing, poor data collection and patchy community support for mothers were identified as gaps in UK policies and programmes. The degree of variability in the minimum standards of training in infant and young child feeding training among different health professions – even those working most closely with mothers and infants – was surprising.

Eyebrows were also raised at finding that, while there is guidance on the care of zoo and circus animals in case of emergency or disaster, there is no national guidance for the care of mothers and babies in an emergency situation. Formula-fed babies would be at particular risk if access to clean water and electricity were interrupted, and it is vital that national guidance be communicated to all local authorities and emergency responders.

Scotland and Northern Ireland were found to have strong strategies and national leadership in place, but England and Wales fell short.

nicola-blackwood
Alison Thewliss MP, chair of the All Party Parliamentary Group on Infant Feeding, hands the new WBTi UK Report to Nicola Blackwood MP, the Minister for Public Health

The Unicef UK Baby Friendly Initiative, however, was singled out as a “world leader” in its commitment to children’s rights and for the excellence of its training programmes, both in hospital settings and in the NICU and community.

The report provides the first broad-based assessment of the UK’s implementation of ten key policies and programmes to support women and babies during their feeding journey. The policies are drawn from the World Health Organisation’s (WHO) Global Strategy for Infant and Young Child Feeding, which the UK has endorsed since 2003.

Some of the recommendations from the WBTi Core Group were actions that MPs could lead on, including the full implementation in UK law the International Code of Marketing of Breastmilk Substitutes as well as its full enforcement, and the protection of breaks for breastfeeding or expressing milk for mothers returning to work. Recent studies from Save the Children and WHO have also shown that political will is pivotal in driving forward improvement in key strategies across the board to support infant feeding.

One of the key drivers for the WBTi project in the UK is women’s choices. Although the majority of mothers in the UK want to breastfeed, many of them are struggling. The majority of these mothers wanted to breastfeed for longer but did not get the support they needed to meet their goals. Mothers who stop breastfeeding early due to unresolved problems have double the risk of postnatal depression.

The impact of infant feeding on child and maternal health is well documented, but the impact on the national economy is less well understood. In addition to costing the NHS more than £40 million for five common diseases alone, the long-term impact of the UK’s low breastfeeding rates on cognitive ability, human capital and productivity across the whole population is estimated to cost the economy at least 0.53% of gross national income.

Breastfeeding rates in the UK are lowest in its most-deprived communities, exacerbating health inequalities. Breastfeeding could prove to be a powerful means of combating inequality.

The environmental footprint of formula feeding amounts to nearly 22 kilograms of CO2, and 4700 litres of water, for every kilogram of milk powder produced. [12]

This first WBTi UK report provides a road map for policy makers and commissioners to target gaps in order to provide families with the support they need all the way through their feeding journey.