A baby feeding and childcare make has apologised to furious mums after it suggested breastfeeding is not always best.

Parents slammed the firm Tommee Tippee after it said mums could do good from canteen feeding, every bit they would be able to drinkable alcohol, eat tuna and more than.

The company and so quickly backtracked and apologised for the article on its website, explaining that the tone and facts had not been checked earlier it was published.

Tommee Tippee also announced that information technology agreed with the World Wellness System's guidelines that chest milk is best for babies, the Manchester Evening News reports.

In its commodity, the visitor wrote: "Breastfed newborns typically demand to be fed every ii hours, only formula-fed babies can become upwardly to 3-four hours between feeds.

The firm said the article was published without being properly checked (

Prototype:

Tommee Tippee)

"This will make feeding schedules much easier to establish and free up a considerable amount of your fourth dimension during the twenty-four hours.

"You tin can also enjoy more dietary freedom when you choose to formula-feed your baby. Breastfeeding women must avoid fish that are high in mercury and limit their alcohol and caffeine consumption.

"These caveats might brand formula feeding seem like more of an bonny option for decorated mums, especially those who like their wine, coffee and tuna."

Tommee Tippee insisted information technology agrees with WHO guidelines that breast milk is best (

Prototype:

Tommee Tippee)

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After being flooded with complaints, the visitor issued an apology and swiftly updated the article to remove the offending details.

"We're genuinely very deplorable for an article that was published on our website before beingness reviewed," it said.

"We truly do not stand by some of the information in here, and apologise for the mistake that meant it was published before tone and fact-checking."

It added: "Nosotros support all parents, yet they feed their baby. But we wholeheartedly agree and follow the WHO guidelines that chest milk is best for infant."

Many mums welcomed the apology, saying the original article could deter new mums from giving breastfeeding a go.

They also noted it but isn't true that their diet has to change to such an extent.

Others criticised the proffer that the merely reason some mums cull to canteen feed is then they can potable booze, and hit out at the company for "pitting breastfeeding mothers against formula feeding mothers".

Commenting on Tommee Tippee's Facebook page, Shannon Handley said: "I think bottle feeding is absolutely necessary and totally a parent's own individual informed conclusion.

"But, saying that, to promote formula, you do not need to tear breastfeeding down and spread complete and utter misinformation. Let'southward hope nosotros don't become this over again!"

Kelly Williams agreed, saying: "Merely to clarify to all the people stating they don't see what was incorrect with the article, well, if you're going to promote canteen feeding or breastfeeding then don't pull down one of them to that extreme in the procedure!

"They could take just highlighted the pros of bottle feeding without slating breastfeeding! The commodity was a disgrace and would definitely have deterred other expectant mothers abroad from breastfeeding!"

Non everyone was offended with the article though, with many bottle feeding mums stating that they are tired of being told that "chest is best" and made to experience bad for choosing or needing formula instead.

"Works both ways this, breastfeeding wasn't for me and I'one thousand not ashamed to say it!!!" said Stephanie Mccann.

"Yet gets rammed down my throat (more often than not by people who chose to breastfeed, which is fine) how breast is best!!! And all babies should exist breastfed. Doesn't appeal to everyone.

"Then the article written as much as it might offend some made me experience ameliorate lol. No doubt this will offset a huge fence merely mayhap everyone should call back earlier saying breast is Best. I don't slag people off who breastfeed, it merely didn't entreatment to me which is fine."

Holly Peacock urged mums to stop turning on i another with their comments, calculation: "This apology is non a issue of a fight betwixt breastfeeding mums and formula mums.

"The article upset BOTH sides. It undermined breastfeeding mums and implied that formula feeding mums did so past choice to be able to drink alcohol and not sentinel their diet so closely.

"Do not read this wrong and turn against each other. That's not what this is about, it'due south an apology to both groups of mums and rightly and so."

Tommee Tippee said the article had been "reviewed and updated", with "extra steps in place to ensure this doesn't happen again".

In a statement to the Manchester Evening News, Tommee Tippee said: "We're genuinely very sad for the article that was published in fault on our website – nosotros truly do not stand up past some of the content. Nosotros use a number of sources for our content and work with an independent midwife to review articles earlier nosotros share them.

"Unfortunately, on this occasion the article was published before going through that review process. The article has at present been reviewed and updated and we've put extra steps in place to ensure this can't happen again."

It added: "Through our Parent Room on TommeeTippee.com, we try to provide counterbalanced information and support for all parents, however they feed their infant. Most chiefly though, we wholeheartedly agree that breast milk is best for baby."

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