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National Breastfeeding Awareness Week 10-16 May 2009

Do we really need another National ..... Week?

In the case of National Breastfeeding Week, the answer is most definitely yes.

Recent publicity citing the prominent use of the drug Cabergoline has made it all the more important to reiterate and continue to emphasize that breastfeeding is almost certainly the most practical and healthy way to feed a new baby.

Cabergoline is a drug which is prescribed to mothers who no longer want to or can’t breastfeed. It helps to dry up the milk quickly allowing new mothers to regain their pre-pregnant shape as soon as possible. If given for social and cosmetic reasons this drug is immoral and ridiculous. In a recent edition of a Sunday broadsheet one French woman, living in the UK, was quoted saying ‘My breasts are for my husband. I don’t want to end up with a chest like a cow .…’ Can she really not survive a few weeks or months NOT being a sex symbol? Furthermore, it is debatable whether breastfeeding does lead to sagging breasts.

It is a travesty that women’s rights have come full circle in this preposterous manner. Whilst mothers who can not breastfeed for medical reasons should be given support and encouragement, formula feeding a newborn baby must never again become the ‘norm’, as it was in the ‘60’s and ‘70’s.

Nurturing and nursing a newborn baby is probably the most satisfying period of a mother’s life, but it does not mean that the father need be excluded. Whilst breastfeeding and breast milk are undoubtedly beneficial to the newborn, introducing a bottle with expressed milk in the early stages is a sensible move. Not only does it prevent the mother being ‘chained’ to her baby if she prefers not to be but it allows her partner to get an idea of the closeness and bonding experienced when feeding. In addition by introducing a balance of breast and bottle early on, the inevitable weaning stage will be far less traumatic.

Laura Tenison, founder and MD of JoJo Maman Bébé was busy running a fledgling company when her first son was born, she had little option but to head back to work soon after the birth but refused to compromise and breastfed her children to 9 months old when it felt right to wean them.

“Like all mothers I dreaded being parted from my baby in the early weeks, but the reality was that I needed to get back to work and there were occasions when the boys could not come with me. Breastfeeding was extremely important to me for health, bonding and practicality reasons. I travel a great deal and in the early months my babies came along. Breastfeeding is the ideal way to travel light; with no equipment I could feed them on the go, without fuss and paraphernalia.”

To encourage other women to continue breastfeeding for as long as possible, JoJo Maman Bébé introduced a wide range of nursing fashion. With dozens of styles cleverly designed to allow discreet breastfeeding in public, there is just one less issue for the busy mum to worry about. The collection includes tops, blouses, dresses, swimming costumes, vest tops, nightwear and of course nursing bras.

In addition, whilst JoJo does not stock a great quantity of bottles, the breast and bottle range includes practical items to assist parents to juggle breast and bottle feeding efficiently.

The Medela Breast Pump continues to be a firm favourite after years of testing against other brands. In addition the JoJo Closer to Nature bottles are cleverly developed to encourage a baby to feed as it would at the breast and are ideal
for expressed milk.

On average women spend about 540 hours breastfeeding their babies in the months after the birth, so investing in a comfortable cushion or even better a nursing chair is well worth it.

A less expensive buy, but almost certainly the most useful and sold in volume, is a large pack of muslin squares. Position carefully on the shoulder; no sensible nursing mother will be without one. Pre-breastfeeding, few people are aware of the hazards of posetting or projectile vomiting!

Whilst breastfeeding is not always easy at first, there comes a time when, with luck, the human body adapts as required. Laura Tenison recalls; “After the first few months of pure breast milk, I introduced formula during the day whilst I was at work and continued to breastfeed at night. Amazingly my body adjusted and produced copious amounts of milk between the hours of 6pm and 6am and very little during the day. The miracle of the human body never ceases to amaze and it would be tragedy if women started to worry more about the pertness of their boobs than bonding with their babies.”

For interviews and further information please contact:
Laura Tenison MBE, Managing Director on

For high-res images (including numerous breastfeeding styles) and press samples please contact:
Stephanie Taylor, PR Assistant on

Press office:

JoJo Maman Bébé, 72 Bennerley Road, London SW11 6DS
TEL: 020 7924 3144
Website: Our Charity:

This press release was distributed by ResponseSource Press Release Wire on behalf of JoJo Maman Bebe in the following categories: Health, for more information visit