Memorandum by the Infant and Dietetic
Foods Association (WP 93)
1. The Infant and Dietetic Foods Association
(IDFA) solely represents manufacturers of infant and dietetic
foods. These specialist nutrition products are different from
normal foods because of their composition or method of manufacture.
They include infant foods (baby milks and weaning foods) for normal
healthy babies, as well as foods for adults and infants who have
special dietary needs, such as medical foods, slimming foods and
sports foods.
2. This submission examines the specific
issue of infant nutrition, the manner in which it appears within
the Government White Paper, and seeks to address the subject in
line with the terms of the Committee's inquiry.
3. There are a number of issues we choose
to address and will seek to assess whether they each achieve their
goal; are appropriate and effective; represent value for money
and whether the infrastructure and mechanisms are there to ensure
their delivery. We focus on the overall theme of choice and specifically
its application in the area of infant nutrition; the introduction
of the Healthy Start scheme; and the prospect of further restrictions
on our members' ability to inform the public and healthcare professionals
regarding their products.
4. The Government's White Paper "Choosing
Health" (p 6) states that the Government intends to make
it easier for all to make healthier choices in our lives. The
Government correctly seeks to protect infants and young children
from poor choices by better education of their parents or guardians.
5. IDFA believes that reliable communication
which results in clear education and generates easily retained
information is clearly the best way forward. All would agree that
infants, amongst the most vulnerable in all societies, need special
protection and that this is best provided by well-informed adults.
These adults need to be secure in the knowledge that they have
made the right choices supported by sound, up-to-date, appropriate
scientific advice.
6. IDFA shares the Government view that
breastfeeding is the best form of infant nutrition.
7. However, we need to equally support both
those mothers who choose to breastfeed and also those who cannot
or choose not to breastfeed. It is important to support all mothers
equally feeding infants in society. Good, sound, factual information
should be given to enable safe practices to develop and good health
sustained. Unbalanced and negative portrayal of the only safe
and healthy alternative choice is harmful to mothers resulting
in feelings of marginalisation.
8. The Government seeks to inform pregnant
women and new mothers and protect the most vulnerable infants
through the introduction of the "Healthy Start" scheme,
which will replace the Welfare Food Scheme later this year (p
53 Choosing Health).
9. IDFA wholeheartedly welcomes this advance
and hopes that the benefits of the old scheme will not be lost
whilst the additional benefits of the new scheme are pursued.
By this we mean protecting the good nutritional state of both
the infant and mother.
10. For example, the Government has concentrated
on the laudable benefit of pregnant women and new mothers getting
fresh fruit and vegetables in addition to the provision of fresh
milk or infant formula. We believe this to be a very important
step in educating pregnant women and new mothers regarding healthy
eating, but we would draw the Committee's attention to the ultimate
goal being the improvement in infant health through the appropriate
use of breast milk, infant formula and follow on formula.
11. Appropriate, reliable information for
pregnant women and new mothers is necessary if we are to delay
the introduction of cow's milk into infant diets until 12 months
of age. Inappropriate use of cow's milk as a main milk drink for
nine month-old infants has declined, from 88% in 1985, 76% in
1990, 61% in 1995 and dropped to 54% in 2000, since follow-on
formulas were introduced; showing that these formulas have actually
educated mothers not to introduce cow's milk too early. It is
essential that this trend continues if infants are to receive
appropriate nutrition.
12. The Government has already done a great
deal to make parenting easier with its welcome changes to maternity
leave and the Sure Start service. It needs to be sure that the
Healthy Start scheme will enhance these achievements and it is
to be hoped that the delays in bringing this scheme into operation
have given the Department of Health time to think about the difficulties
of implementing the new scheme and re-educating a vulnerable community,
given the time pressures already facing midwives and health visitors
in particular.
13. The IDFA remains willing to give time,
expertise and resources to bring about a smooth and effective
transition from the Welfare Food Scheme into Healthy Start. We
firmly believe that working with officials, charities and, most
importantly, health care professionals, is the best way to bring
about sustainable change. We hope that externally monitored piloting
of the scheme will ensure that any doubts about it's efficacy
are laid to rest. We cannot comment on its value for money as
the only comment made by Government on this matter has been that
it will cost the same as its predecessor. At this stage it is
probably still too early to determine that.
14. In terms of infrastructure and mechanisms,
we believe there is still some way to go towards delivering the
new Healthy Start Scheme and would like see more effort expended
in bringing about cost-effective change involving all stakeholders.
For the scheme to be truly effective it has to be fully supported
and properly understood and we hope for co-operation with the
Department as it seeks to deliver these aims.
15. The Government states that "Infant
formula will no longer be available from healthcare premises,
which will reduce its promotion in the NHS" (p 53 Choosing
Health). We believe that this should cause all interested parties
to consider very carefully what advice, information and education
is available in these new circumstances and how this will improve
choice. We would argue that this reinforces the case for appropriate
information to be provided to the public and to health care professionals
about infant and follow-on formula.
16. However, Government concludes that it
is seeking "to further restrict the advertisement of infant
formula" (p 53 Choosing Health). The infant formula industry
does not advertise infant formula direct to the consumers abiding
by the 1995 Infant and Follow on Formula Regulations. We believe
that further restriction would not serve to achieve any Government
goal, would not serve better to inform any section of society,
would be detrimental to the overall desire to deliver informed
choice and would be unfair to our members as they seek responsibly
to inform parents.
17. A better means of ensuring clear, informed
choice would be for Government and industry to work together to
ensure that advertising of follow-on formula reinforces the messages
which the Government is also trying to promote. This would achieve
the goal of a better informed population and represent better
value for money delivered through existing mechanisms.
18. In addition the 1995 Regulations allow
the infant formula industry to communicate factual, scientific
information regarding their products to healthcare professionals.
If this facility to communicate were lost it would be difficult
to keep healthcare professionals abreast of new advances in this
rapidly advancing area.
19. This ultimate goal, of a population
better informed about the health choices we make for ourselves
and for others, is one we can all support. However, our experience
suggest that true "joined-up" thinking in Government
is necessary if real benefits are to be built upon rather than
lost in the search for new ideas.
20. We have attempted to keep our views concise
and self-contained as requested but are naturally available to
expand upon them should the Committee require any further information.
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