NURSERYindustry Feeding The food of love


After nine months of continual nourishment in the womb, babies are born with a natural reflex to help them find their mother’s nipple, latch on and begin suckling - the search for food top of their agenda. And for good reason. In the first year, most babies will triple their birthweight. Meanwhile, the mother’s instinct to nourish her child is so strong, she is likely to have spent much of the pregnancy preparing to do so. The powerful message mum will have received during this time is that exclusive breastfeeding is best for the first six months. In widely reported studies, breast milk has been shown to boost a baby’s immune system, promote development and lead to fewer tummy upsets, as well as aid the critical bonding process, partly due to the massive release of oxytocin in the mother’s brain during each feed.


The market for baby-feeding equipment has responded by developing numerous breastfeeding products. Nursing chairs and cushions promise comfort during feeds; breast pads soak up leaks, and creams and shields can smooth the journey when soreness develops. Other popular items include milk bibs and muslins.


Breast pumps can be invaluable - helping to build up milk supply if that is an issue, while also allowing time away from the baby without denying the child her mother’s milk. And if mum needs to return to work, a pump can make it possible to do so without stopping breastfeeding. And if mum pumps, she will need a steriliser, bottles and teats.


As many mums feel self-conscious about feeding in public, retailers would do well to stock some of the tops, scarves and other garments designed to protect mum’s privacy. Offering a private place to breastfeed will also encourage more women into the store.


Despite the breast is best message, government figures published in 2013 suggested that the number of breastfeeding new mums had fallen for the first


time since 2004. For mums who choose not to breastfeed, feel unable to, or decide to move on, there are numerous products designed to ensure a successful formula-feeding journey. Bottles, teats and a microwave or electric steriliser are considered essential items and many brands sell starter packs to make life easier. Bottle


insulators, travel sterilisers or tablets and sterile wipes can be useful for making up feeds on the move.


The market for baby-feeding equipment has responded by developing numerous breastfeeding products.


Solid food can be introduced from around six months when babies are showing signs of readiness, such as sitting up, reaching out and grabbing, and losing their tongue-thrust reflex.


Whether parents choose the traditional


approach - beginning with purees - or the “baby-led” weaning method, high on the must-have list is a highchair and there is a style on the market to suit all tastes and budgets. Then with bibs at the ready and a splash mat beneath the chair, the inevitable mess can begin. A recent Mintel report suggested that nine in 10 British parents with a child under four are feeding them homemade food. To cater to this trend, attractive food processors that steam, blend and defrost; storage cubes for freezing portions, plus small pots and sachets for carrying food out-and-about, all promise to make life easier for parents. And when it’s time to tuck in, bright and colourful plates, bowls, cutlery, cups and beakers will all help to keep the experience fun.


Ameda know the right breastpump can make all the difference in maintaining milk supply when a mother is away from her baby. That’s why we have used all our expertise and hospital approved technology to create a breastpump that can be truly personalised to you. So increase your expectations on what a personal breastpump can deliver and trust in Ameda to ensure Ease, Comfort and Purity.


Pump more milk in less time and effort with the Purely Yours Una Single Electric Breastpump. This personal pump provides the same hospital-grade technology as the Ameda Elite, which is used widely in hospitals in the UK. Ameda believe in developing simple to use technology, offering the comfort and purity new mothers deserve when choosing to use a personal pump at home. Ameda. Mum Inspired. Hospital Trusted.


Features & Benefits


CustomControl ™ - Vacuum and cycles can be adjusted to your personal preference offering optimal results every time - giving you increased milk supply and reduced pumping time


CustomFit ™ - 7 funnel sizes to provide optimal convenience during your breastfeeding experience – giving you greater comfort and better milk flow


Airlock Protection ™- Our unique anti-viral barrier helps to protect your breastpump and breastmilk from bacteria and viruses - giving you peace of mind


Tel: +44 (0)1785 503 305 Web: hardenbergco.co.uk


page 18 www.nursery-industry.co.uk


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