World Breastfeeding Week

World Breastfeeding Week, supported by UNICEF, WHO and FAO is celebrated every 1-7 August and over 120 countries around the world participate.

The World Alliance for Breastfeeding Action (WABA) was formed in 1991 to protect and promote breastfeeding. As part of its action plan a week dedicated to breastfeeding bring much needed attention to the subject.

So why is World Breastfeeding Week so important?

Each year a theme is chosen to focus the activity and bring people’s attention to a particularly important aspect of breastfeeding. This year the theme is - BREASTFEEDING, A VITAL EMERGENCY RESPONSE.

Naturally this is an important theme to promote in third world countries, but here is a story from a counsellor who assisted a woman when Hurricane Katrina hit New Orleans in 2005.

“A mother had been stuck on a rooftop with many family members and her two week old baby who was bottle fed. They had no access to safe water for five days. Her baby was immediately hospitalised when they arrived in Austin, but she died several days later.

The nutritionist of a relief organisation supplying food aid asked the mother if there was anything else she could help her with. The mother asked for help drying up her breastmilk as her breasts were still sore. The nutritionist asked the mother why she hadn’t breastfed her baby while she was stuck on the rooftop. But the mother had felt quite unable to do this. What amazes me is that no-one with the mother knew to have the mother put her baby to her breast. So many generations had not considered breastfeeding as a way to feed babies that the memory was lost. The baby was lost, also.”

– Experience of a peer counsellor, Hurricane Katrina, USA, 2005

Everyday Maternity MD, Amanda Gregson notes, ’We feel it is important to spread the message, as even in this day and age babies die needlessly when breastfeeding could have saved them. We read the Hurrican Katrina story and knew we had to be involved.’
Everyday Maternity is calling for others to support World Breastfeeding Week by getting informed, and help others get informed.

Everyday Maternity is supporting the week-long celebration by promoting the event to all our customers, asking them to get involved, and spread awareness. They are also preparing Breastfeeding Information packs that can be sent out to Mums to Be. As part of their commitment to supporting breastfeeding they will also make a £1 donation to the La Leche League for every order of breastfeeding goods from www.everydaymaternity.com placed during World Breastfeeding Week.


Information can be found on the website www.worldbreastfeedingweek.org

Everyday Maternity Stocks Award-Winning Breastfeeding Cream

Lansinoh Lanolin was recently awarded the British Allergy Foundation Seal of Approval after a recent trial conducted amongst a lanolin sensitive population showed that Lansinoh Lanolin provoked 0% allergic reaction in subjects.

 Online breastfeeding clothes and accessories retailer, Everyday Maternity, has stocked Lansinoh Lanolin, which has proved to be one of its more successful products since being stocked nearly two years ago. Director Amanda Gregson said of Lansinoh Lanolin, “We find that new mums add a tube of Lansinoh Lanolin to their order when purchasing their nursing clothes, and often come back and buy additional tubes a few months later. It is a word of mouth product - their friends who have already had babies will recommend the product, so this is why they buy it.”

 Studies suggest that up to 90% of breastfeeding women suffer nipple soreness, and that this is one of the most common reasons for giving up breastfeeding. The preferred treatment for sore and cracked nipples is moist wound healing, in conjunction with help to address the cause of the condition. 

 Lanolin provides an ideal moist wound healing environment, but there are concerns relating to allergic reactions to some grades of lanolin. However, Lansinoh Lanolin has proved that it doesn’t provoke an allergic reaction amongst users. Lansinoh Lanolin cream is also used in 90% of all UK hospitals to help wounds heal quicker.

 Lansinoh Lanolin contains no preservatives, no antioxidants, no water, no chemicals and no perfume.  Mothers can be confident in the knowledge that Lansinoh Lanolin does not need to be removed before breastfeeding, and is safe for both mother and baby.

 For more information on Lansinoh Lanolin, visit www.lansinoh.co.uk, to order the product from Everyday Maternity, visit here

 Everyday Maternity is currently supporting National Breastfeeding Awareness Week (running from the 10th - 16th May) by offering free delivery on all Lansinoh products until the end of the month.  

Breastfeeding Tips

About Breastfeeding

At Everyday Maternity we look for new products to enhance pregnant women's and breastfeeding mum's experiences. We have recently added Lansinoh products to our range. Breastfeeding is one of the greatest gifts you can give your baby. However, as when learning any new skill, support and information are often needed, and welcomed. Lansinoh's aim is to provide support and encouragement to breastfeeding mothers.

Here are some tips from Lansinoh to help.

Find a comfortable position

Proper positioning of both mother and baby and in particular the attachment of baby to the breast is important, as this can help prevent sore nipples and insufficient milk supply. Most mothers get comfortable by either sitting up or lying in bed, or sitting in an armchair, sofa or rocking chair. Many mothers find creating a flat lap helps in the early days, either by elevating the feet or sitting on a pillow. Some mothers raise their babies to breast height, others use the natural nurturing approach of holding their babies diagonally across their bodies. The most common breastfeeding positions are across the lap and with the baby’s feet out behind the mother. Across lap-cradle hold – The baby’s head will rest in the crook of your elbow or on your forearm with her whole body facing you, and will be supported with the same arm beneath her back and your hand on the baby’s thigh or bottom. Cross-cradle hold – The baby is supported at breast height by the opposite arm to the breast being offered. Your elbow is on the baby's bottom with your forearm along his back. Your palm is on his upper back, fingers and thumb either side of the neck. Your forefinger supports the base of his head under the ear. Feet out behind - rugby hold or clutch position – The baby lies on his side between your side and flexed arm with his feet out behind you. The baby’s shoulders, neck and the base of his head are supported by your hand, allowing your opposite hand to hold the breast if needed. Regardless of the position, make sure that the baby’s head and body are facing the breast, and help her to come onto the breast chin-first, aiming the nipple to the roof of her mouth when the mouth is open wide. Your baby needs to take a good part of the areola tissue (darker in colour) into her wide, gaping mouth in order to be properly latched on. Proper positioning (where the nipple goes deep into the baby’s mouth and so is protected at the back of the mouth) can ease the pain of sore nipples and help ensure your baby is getting the proper amount of milk.

Breastfeed Babies get the Flavour

There are always many good reasons to breast feed your baby, but researchers at the University of Copenhagen have discovered that what a mum eats has an effect on the taste of her breast milk, which eventually influences what the child will prefer to eat when they start weaning.

An infant's first flavour experiences may be through the transfer of dietary flavour compounds into breast milk, say researchers.

The researches found that flavours passed into the milk and could could potentially be tasted by the baby. Stronger flavours such as liquorice lingered longer, whereas a flavour such as banana only lasted for around an hour.

The findings may explain why breastfeeding babies sometimes refuse the breast, as the flavour from mum maybe too strong........although of course there are many other reasons why they might not want to feed.

It may also mean that breast-feed babies are more likely to take to weaning, as they have become used to the differing flavours through their mothers breast milk. So come on mums, get baby used to their veggies early on, and fill up on your fruit and veg!!

Feeding Baby

At Everyday Maternity we cater for your breast feeding needs with some great nursing tops, but there is more to breastfeeding than tops and dresses, so we've pulled together a list of things that will make nursing your baby easy......well easier!

Preparation is key - and your midwife is always a great source of advice and encouragement. There's nothing more natural and healthy for your baby than breastfeeding, however many new mum's find it hard at first. Persevere and don't be afraid to ask your midwife or health visitor for support.

We've put together a list of items you should consider if you want to get prepared ahead of the arrival;

• Nursing Bras x 3

• Breast pads - disposable or washable

• Nursing clothing (including nightwear) with easy front opening

• Muslin squares

• Sleep Bras x 3 to keep breast pads in place at night

• Breast pump (manual or electric)

• Breast milk storage bags or bottles (milk can be frozen for up to 3 months)

• Nipple shields (to protect sore nipples)

• Nipple cream (from your chemist)

• Cooling gel breast pads

• Nursing chair (and optional stool)

• Nursing cushion (for support to help get your body and baby's body in the correct position

• Feeding bottles x 6 for water

• Steriliser (steam, cold water or microwave)

• Sterilising tablets

• Soothers

Avent do a great all-in-one pack that has everything you will need - this is available at www.nurseryworldonline.co.uk

Having difficulties with feeding?
Some babies suffer from colic which is a form of trapped wind. This often results in the baby crying a lot and sometime the baby can appear to be in pain after the feed. Seek medical advice from your GP or health visitor. Some mums find that some of the anti-colic bottles available on the market help this condition.

When to stop?
There are no strict rules as to when to stop, but the World Health Organisation recommends that baby should be fed on breast milk for the first six months, and advises to continue with some breast milk until they are two. Now in reality, many factors in our society mean that this is just not possible, or even socially acceptable - so go with what you feel is right for you and baby.

For more advice take a look at the NHS site