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INFORM is an IDFA initiative set up on behalf of UK infant formula manufacturers, namely SMA Nutrition, Cow & Gate, Milupa and Farley/Heinz, to promote a balanced view on infant feeding and to ensure that all parents are supported in their choice of feeding method.
INFORM fully supports breastfeeding as the best way to feed a baby but is concerned that mothers should receive good advice and education on formula feeding. Current legislation, adopted in 1995, has created an information gap in that women seeking information or advice on infant formula feeding or products have restricted access to that information. As a result they are often left feeling ill-informed and ill-equipped to bottle feed their baby safely and successfully.
INFORM was established in 1996 to encourage a greater understanding of the needs and wishes of parents of newborn babies, to ensure that the information on infant feeding available to parents is of the highest possible standard, and to work towards a more balanced approach to infant feeding.
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