Wednesday, 13 September 2017

Lansinoh- Feed With Confidence Awards 2017

Breastfeeding experts Lansinoh have just launched their Feed With Confidence Awards. The awards are designed to celebrate places & people across the country supporting breastfeeding mums, & help positively change perceptions. Lansinoh’s research revealed that an average of 46% of people felt uncomfortable witnessing a mum breastfeeding in a pub, cafe or restaurant, and over a third of people surveyed were not even comfortable seeing a mum breastfeed in front of another woman! 

 Lansinoh are asking people to nominate places that they feel go above & beyond to support breastfeeding mums & make them feel welcome. Participating nominating members of the public will be in with a chance of winning a Mini Break with Luxury Family Hotels.

In 2015, 776,950 babies were born in the UKYet just 0.5% of UK mums are breastfeeding their newborn at 12 months, despite recommendations from the World Health Organisationto continue breastfeeding into your baby's second yearWithBritish breastfeeding rates among the worst in the world, could the culprit be society’s attitudes towards breastfeeding?


To understand if there is a stigma attached to breastfeeding in public, Lansinoh conducted research to gauge public opinion.The new research quashed common misconceptions, revealing that the over 65s are the most accepting & that men are more comfortable with it than women

Witnessing a woman breastfeeding in a cafĂ©, restaurant or pub was uncomfortable for an average of 46% of people. Despite the most comfortable public spaces being revealed as the great outdoors, a surprising percentage of people still felt uncomfortable at the park (17%) & beach (16%). 

People surveyed were least accepting towards breastfeeding in front of teenagers, with almost half of respondents agreeing it makes them feel uncomfortable. Over a third of people surveyed were not even comfortable seeing a woman breastfeed in front of another woman.


Although lack of support from policy makers & opinion leaders was the least popular reason for low breastfeeding rates, 1 in 3 still felt that it’s a significant root cause despite it being illegal for anyone to ask a breastfeeding woman to leave a public place, such as a cafe, shop or public transportMore than half of people agreed that rates are low because women don’t want to risk abuse.

We’re committed to supporting all mums who choose to breastfeed, and Feed With Confidence is an important initiative for us because it highlights the places and the people who are doing exactly that,” explains Kevin Vyse-Peacock, CEO, Lansinoh Laboratories. “The more we encourage openness and acceptance within society, the more confident mums will become – and that’s good news for everyone."

Michelle Lyne, Professional Education Advisor at The Royal College of Midwives (RCM), says: “There has been significant and reliable evidence produced over recent years to show that breastfeeding has important health advantages for both baby and mother. The RCM believes that breastfeeding is the best way to get the baby off to a good start in life and has a positive impact on mother-baby relationships and nurturing of maternal and infant mental health.


“Women breastfeeding should not be made to feel uncomfortable or guilty. The Equality Act 2010 makes it illegal for anyone to ask a breastfeeding woman to stop breastfeeding, or cover up or leave a public place, such as a cafe, shop or public transport.


“Educating the public is really the key tdeveloping a culture of positive support for breastfeeding women right across society. However, we must remember to ensure that women have access to skilled advice and support to help them to initiate and sustain breastfeeding.”

The Feed With Confidence Awards recognise people & places that help to support mums & positively change perceptions. The awards are supported by the Lansinoh Feed With Confidence Ambassador: Al Ferguson of The Dad Network. To make a nomination, please visit

The closing date for entries is the 31st December 2017 & the winners will be announced in January.


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