Exclusive Breastfeeding for six months – is Heinz complying?

“…support exclusive breastfeeding for six months as a global public health recommendation taking into account the findings of the WHO Expert Technical Consultation on optimal duration of exclusive breastfeeding and to provide safe and appropriate complementary foods, with continued breastfeeding for up to two years or beyond.”

May feeding 2001 marked an important milestone in the development of infant policies. The decisive,  science-based World Health Assembly Resolution 54.2 set a new standard for optimal infant feeding practices and new obligations for the infant foods industry to label its products in accordance with national and globally accepted standards.

INFACT Canada wanted to know if the infant foods industry is meeting its obligations. We set out to review the Heinz baby food website and looked for:  

Discrepancies with international infant feeding recommendations as set by

the World Health Organization.

Violations of the International Code of Marketing of Breast-Milk Substitutes

and all subsequent relevant resolutions.

Breaches of the regulations of Canada’s Food and Drugs Act.

What we found

We were not surprised to find that Heinz, which has a virtual monopoly in Canada’s commercially prepared infant foods market, is contravening all three standards. In doing so, Heinz plainly puts profit interests ahead of the health of Canadian babies. Using marketing practices contrary to the International Code, misinformation about breastfeeding and confusing labelling, Heinz interferes with infant feeding recommendations as set by the world’s highest health authority.

Breastfeeding is difficult and tiring

“Unfortunately, some mothers run into problems at the beginning that may discourage them from nursing. Most of these problems can be resolved with a little guidance and patience. Nurses on maternity wards and in the community, as well as your physician, can help you and your baby learn how to breast-feed properly.

“Nursing babies generally need to eat frequently sometimes every two or three hours in the first month or two. That can be quite tiring to a new mother. The resulting fatigue, or any illness or stress you experience, may temporarily reduce your milk supply.”

Encourages short duration of breastfeeding

“Here is the general rule. Nursing for at least four months or more is good for your baby and most doctors recommend continuing if the baby is healthy and growing well.”

Suggests that breastmilk is incomplete

“Breastmilk is not a dependable source of vitamin D. We can get vitamin D from sun-shine; however, the sunscreens and protective clothing we use to block the sun’s harmful ultraviolet rays also stop the body’s ability to make vitamin D. Vitamin D supplementation is required until your baby is getting enough vitamin D from her diet.

“Infant cereals are fortified with iron. Therefore, if your baby has been taking a standard iron supplement, it will no longer be necessary if your baby begins eating infant cereals regularly. Infant cereals are also enriched with calcium, phosphorus and vitamins B1, B2 and niacin which your baby needs for healthy growth and development.”

Suggests early introduction of complementary foods

“From about 4-6 months you will consider starting your baby on solid foods.”

Labelling not consistent with introduction at 6 month of age

Promotes bottles and artificial nipples (with health claims!)

“The 5oz and 9oz bottles are designed to make it more comfortable to feed your baby in the recommended semi-upright position. The upside down angle of the bottle ensures the nipple stays full for as long as possible. The anti-vacuum nipple helps ensure a steady flow of milk so your baby is less likely to swallow air during feeding and experience more comfortable digestion. This may help reduce colic as swallowing air is believed to contribute to colic in young babies.”

Portrays home prepared complementary foods as risky

“Keep homemade baby food frozen or refrigerated until use. Do not leave at room temperature for more than one hour, as bacteria will multiply.

“Commercial baby foods offer a quick, safe, and convenient way to feed your baby. Commercial foods are vacuum sealed, making it safe to leave unopened jars at room temperature until you are ready to use them”.

“Safety Tip” [ed. for making baby foods at home]

“Be careful to wash and rinse your hands as well as all utensils to ensure that all food is sterile.

“Be careful not to leave homemade food at room temperature for any extended period of time.”

Endorsements by CPS and nutrition “experts” to create “credibility”

A ubiquitous nutrition “expert”, whose endorsements grace the unethical promotions of several infant formula companies, also gives his blessings to the Heinz website. References to the Canadian Pediatric Association (CPS) are littered throughout the website to enhance the trustworthiness of the information. This puts the CPS in conflict of interest by participating in the promotion of products where the primary interest is the creation of profits. This is in contravention of WHA Resolution 49.15

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