Academics at Coventry University have created a new website to help midwives and health visitors support both breastfeeding and bottle-feeding parents. There is also a ifeed website that provides tailored information and advice for mothers and their partners to help them make informed and confident decisions about infant feeding.
It aims to promote breastfeeding without excluding those who do not breastfeed and to give factual information for helping parents make their own decisions about infant feeding. Because the most important thing is for a baby to form a strong bond with its parents, whichever method of feeding chosen, there is a heavy emphasis on bonding and responsive feeding. The content has been reviewed by several infant feeding specialists and lactation consultants and is consistent with Unicef’s Baby Friendly standards.