Marketing of Growing Up Milk

Earlier this week, I shared this article on my social media channels - Breastfeeding is winning! So companies are pushing “toddler milk” to neurotic parents.  I find this article very important to merit its own blog post. One paragraph in the article struck me most:

Often, these drinks contain much higher levels of protein than breast milk or cow’s milk, health advocates say, which undercuts demand for healthy food. “When you drink a lot of formula milk, your appetite is not so good,” Ip said. That makes parents think their kids are picky eaters, she said, which then leads them to feed them more toddlers milk. These companies “are trying to solve problems they are creating,” she said.

The Dangers of Formula Milk - It's not about YOU!

I am currently in the midst of a 3-week seminar for work, hence the lack of posts.  However, I want to share this poster:

Whenever I write about the marketing tactics of formula milk companies or bottle companies, I always get criticized - why don't I just write about the benefits of breastfeeding? By writing about the evils of formula milk, I am making formula feeding moms feel bad.

Effects of Advertising Preschool Milk

Think that the marketing of toddler formula is harmless?  Think again.

I received this message and photo from a fellow breastfeeding mother:

My son is in preschool and they're studying the letter "M" so one of the words they're learning is "milk". I'm really disappointed that the graphic they use for the kids to associate with milk is the one shown in the attached picture. My son wasn't breastfed, but his little brother was and he knows the concept of mommy milk. I feel bad because they could just have easily used a picture of a glass of milk instead of a formula can.

Issues raised about the #beststartswithdad turnaround campaign

When I wrote my last post about #beststartswithdad, several people asked me why I was so bothered when the campaign was for growing up milk?  Was I against thanking the dads?  Am I making formula feeding moms guilty?

I am not against companies thanking dads for their support, etc.etc.  But when the campaign undermines breastfeeding, then I take a stand.

Breastfeeding: #beststartswithdad

I was supposed to start off June with a feel good post about our summer vacation.  However, with the launch of this devious underhanded marketing campaign of Mead Johnson, I have to start June with this not-feel good post.

Some weeks ago, some blogger friends received this invitation and sent it to me.  I was not invited (for obvious reasons!!) and I wasn't the type to crash an event just to find out what was going on.

The Sad State of Filipino Families [Formula Milk Marketing]

Photo by Atty. Ipat Luna

I do not consider formula milk as evil or poison.  While I encourage breastfeeding, when moms choose to formula feed, I shut my mouth.  However, what I am up in arms against would be the evils of formula milk marketing.  

Whatever formula milk companies say (we promote breastfeeding, breastfeeding is best, etc. etc.) keep in mind that breastfeeding is their number 1 competitor.  Breastfeeding or breastmilk is free while their product has a huge ecological footprint and also makes a big hole in the consumers' pockets.  What is more sickening is that they target their marketing activities to the poorest of the poor -- to those who cannot actually afford their products.

I Hate You WYETH!

After their Aqiva promotion, Wyeth is back at my daughter's school with a vengeance!  This time they are marketing "Progress Gold".  See the letter to parents below.

click to make me bigger

 What I hate about activities like this is that they involve my daughter's classmates.  Wyeth has cleverly partnered with Gymboree and Nick Jr. and created activities for the kids DURING school hours.  I am a strong-willed advocate and I am not afraid to speak my mind.  But first and foremost, I am a mother and I am not a heartless mother.  Much as I don't want my daughter to join this activity, how will I tell her to stay in the classroom while all her classmates go to the ground floor and have fun?  N is a mature thinker but she is just 4.6 years old!

The Real Score - FNRI Survey

Remember my post before about the FNRI survey which showed an increase in breastfeeding rates?  Well, a few things have cropped up which warrants a repost.

First, let me introduce you to IPNAP - Infant & Pediatric Nutrition Association of the Philippines.  This is a group of milk formula manufacturers - Abbot, Nestle, Wyeth, Mead Johnson and Fonterra who have banded together with the following primary purpose:

to help promote and improve the nutrition and well-being of Filipinos by providing them with nutritious and safe food products that meet the highest standards of food safety and quality. In furtherance of this purpose, the Association shall partner with all stakeholders in sharing factual and science-based nutrition information relevant to the needs of the Filipinos.

IPNAP was the number one mover against the Revised Implementing Rules and Regulations of the Milk Code back in 2007 and is now the number one support of the consolidated bill amending the Milk Code a.k.a. Milk Monster Bill.

Aquiva is NOT the solution for picky eaters

Here's another example why we, as parents, must be vigilant and watch out for the unethical marketing practices of milk companies.

Wyeth's Aquiva has embarked on a very aggressive marketing campaign targeting schools through their "School Caravan" program.  They give out big cans of Aqiva powdered milk to students aged 4-7 years old.  N who is 4 and my nephew who is 7 got one.  N goes to a school in Manila while my nephew J goes to a school in Mandaluyong.  Another mom also reported that her child, who goes to a school in Quezon City, also received Aqiva.  Along with the Aqiva sample, Wyeth included a letter from its nutrionist, Mary Jude B. Icasiano and a survey form on picky eating.

Check out these boxes and boxes of milk samples at N's school.

Meanwhile, here's the sampling from my nephew's school.

The question now is: Is this prohibited under the Milk Code? Let's check what Sec. 6(b) says:

Manufacturers and distributors shall not be permitted to give, directly or indirectly, samples and supplies of products within the scope of this Code or gifts of any sort to any member of the general public, including members of their families, to hospitals and other health institutions, as well as to personnel within the health care system, save as otherwise provided in this Code.

The Milk Code is implemented through the Revised Implementing Rules and Regulations issued by the Department of Health.  Under Section 21 of the RIRR, milk manufacturers are prohibited from giving gifts to the public:

Section 21.  Gifts of any sort from milk companies/manufacturers, distributors, and representatives of products within the scope of this Code, with or without company name or logo or product or brand name shall not be given to any member of the general public, to hospitals and other health facilities, including their personnel and members of their families.  

Meanwhile, under Section 52 of the RIRR, all donations must be coursed through the Inter-Agency Committee:

Section 52. Other Donations by Milk Companies not covered by this Code. - Donations of products, equipment, and the like, not otherwise falling within the scope of this Code or these Rules, given by milk companies and their agents, representatives, whether in kind or in cash, may only be coursed through the Inter Agency Committee (IAC), which shall determine whether such donation be accepted or otherwise. 

Last I checked, Wyeth is a milk company or manufacturer of a product within the scope of the Milk Code (they manufacture Bona, Promil, Progress).  But if you check their website, the infant formulas are NOT listed - only the preschool milk.   Wyeth markets Aqiva to be for children 4 years and up (Milk Code covers products for babies up to 1 year old).  However, even if Aqiva is not a product covered by the Milk Code, it is a "GIFT OF ANY SORT" to the "GENERAL PUBLIC".  Plus, it is considered a donation which should ONLY be coursed through the IAC.  So many violations there!

Let's check what Aqiva is really about.  In Wyeth's website, Aqiva is described as follows:

AQIVA is specially formulated to help provide nutritionally compromised children 4 years and older with proper nutrition at the stage when his diet may not always be complete. It contains an adequate caloric distribution of Protein, Carbohydrates and Fat, for optimal energy distribution. It also provides more than 100% of the needed levels of Vitamin A, Calcium, Zinc and Iron, to prevent nutritional inadequacies. Aqiva also contains other nutrients such as DHA/AA, Lutein, Oligofructose and Nucleotides to ensure your child’s proper cognitive development, eye health, nutrient absorption, and immunity.

It is a product which Wyeth markets to compete with the Lactum (Mead Johnson) panatag milk.  In short, what Wyeth is saying - if your child does not eat well, don't worry, you don't have to help him develop good eating habits - just give him Aqiva milk.  Read the letter from Wyeth's nutritionist:

I'd like to highlight this part of the letter:  "If you've noticed that your child has a preference for unhealthy types of food, help them get Adequate Quality and Important nutrients with AQIVA to help ensure balance nutrition."  A survey form is attached to the letter which ASSUMES that ALL children have unhealthy eating habits.  Read survey question number 1 - there is no option for "NONE".  Since when has "eats slowly" become unhealthy?  Plus who determines the "ideal amount" of food?

If you read this article, you will learn that formula is one of the top three consumer products in the Philippines

In Asia, the Philippines is one of the largest markets for infant formula, and the likes of Nestle USA, Abbot, Wyeth and Mead Johnson all have significant sales in the country. Filipino mothers spend about US$469 million annually on infant formula, while multinational milk companies spent nearly $89 million on advertising - not inclusive of the travel, sponsorship and other perks they often provide to health professionals who promote their products. 

The formula milk industry is a HUGE market.  Aside from the School Caravan, Wyeth also has another promotion with Promil - i-Shine Talent Camp which requires purchasing Promil products to join.   Wyeth is amping its marketing strategies - it is indeed a huge pie (US$469M spending on formula milk in 2007).  Is this legal? Debatable.  Ethical? Definitely not!  And to think Wyeth signed the Integrity Pledge.

And I'd like to call the attention of schools allowing this "School Caravan" to flourish.  In N's school, the milk was already distributed to afternoon students.  When I saw the milk, I immediately complained to the head teacher.  The milk was not distributed and when I asked why, I was informed that they discussed my complaint with the principal and Wyeth and they will be writing to the parents and tell them that accepting the milk is OPTIONAL.

In my nephew's school, the milk was distributed to the parents during orientation.  But this school in QC was the worse!  Here's the experience shared by the mom:

"I got a can of Aqiva milk from X's school.  It's required to answer the survey that it comes with (it's even part of Xs assignment notebook).  I don't know how I stand regarding this.  He's 7 na.  Parang I don't know how to feel coz it's like forcing me to make my kid drink it kase can talaga and not a small pack.  Although X (and my other kids) do drink powdered milk from Wyeth, they're supported naman with a balanced diet.  Parang feeling ko "invasive" yung approach.  What I did was to answer the survey then at the bottom, I wrote this:  "Please respect the parents especially if they prefer to encourage their kids to eat properly. 'force-feeding' aqiva to my child is disrespectful and is in violation of the Milk Code."

Read the survey form again - question no. 3 - "Did your child enjoy drinking Aqiva?"  Make this part of a child's assignment notebook - how do you think the parent will comply with it?

Oh and aside from their Aquiva campaign, they also have another one for Promil:

Shame, shame, SHAME ON YOU, Wyeth!

Did your child also receive an Aqiva sample from school? Please share your experience!