I get so tired of sounding like a broken record, but breastfeeding moms ... I need to tell you something. If there is information that comes from a formula company that says it'll help you with breastfeeding, it won't. Just like a plastic surgeon won't help you feel good about your mom gut by telling you it's natural and beautiful. Their goal is the exact opposite of yours, even if it seems like they care.
Speaking of opposite goals ... there's an iPhone app -- Similac Strong Moms Baby Journal -- and it has all sorts of micromanaging tools that tracks poopy diapers, feeding, and sleep schedules. It's a Type-A's obsessive dream and it's for -- Similac says -- moms who are breastfeeding or bottle feeding. But it's an Attachment Parenting nightmare and it's a damaging and worrisome tool.
Moms who try to schedule breastfeeding often face complications, and if you're looking at a clock and not your baby, you're setting yourself up for frustration and supply issues. This app will have a new mom completely obsessing over the color of every diaper, or the ounces or time baby eats. Moms do NOT need one more thing telling them that a clock or schedule is more important than their instincts.
The app tells you to plug in practically everything your baby does, so then it can help you predict a schedule. Except ... babies AREN'T predictable, and like I said, trying to schedule a breastfed baby, especially a newborn, is a recipe for disaster -- it's NOT helpful. Even the World Health Organization, the American Academy of Pediatrics, and the La Leche League encourage "on demand" breastfeeding, which means you nurse when baby is hungry -- period. These organizations warn against scheduling. The last thing a new mom needs is her phone saying baby doesn't need to eat for another hour.
But no worries, if their app that is trying to schedule your baby feels that you might be worried about how breastfeeding is going, they offer up their feeding helpline. In fact, a little graph will tell you your baby is nursing a lot, then pop up a grey button to connect you right away to their "feeding experts." I think we all can see the problem in asking a FORMULA company how to help you breastfeed successfully, right? Fox in a hen house, much?
We love to say "Mom knows best" (and in most case that's true) but in this case, you'd be saying, "Similac and my iPhone know best" and we all know that's crap. This isnt' the first time Similac or any formula company has gone after breastfeeding moms, and I doubt it'll be the last, unless we start enforcing the WHO's Code of Ethics.
Do you think Similac should stick to formula-feeding advice and leave breastfeeding out of it? What do you think of this app? Helpful or not?
Image via Similac