Danone and Tesco Under Fire for Controversial Infant Feeding Initiative

Ethical Concerns from Midwives

The controversy deepened when a midwife participating in the pilot resigned, expressing discomfort with the corporate involvement. The midwife, who discovered Danone’s role through its Aptaclub, raised concerns over the potential conflict of interest.

"I felt compromised and unable to provide impartial advice," the midwife stated, emphasizing the ethical dilemma of wearing branded attire while offering guidance to new parents.

Danone and Tesco, however, defended the initiative, stating that the program aims to provide reliable nutritional information in an accessible setting. Tesco has announced plans to expand the initiative, despite the growing backlash.

Regulatory and Industry Scrutiny

This controversy emerges amid a broader investigation by the UK Competition and Markets Authority (CMA) into the formula milk sector. Since December 2021, formula prices have spiked by as much as 36%, fueling concerns about affordability and transparency.

Additionally, the International Code of Marketing of Breast-Milk Substitutes, which prohibits direct marketing to mothers, remains only partially adopted in UK law. Critics argue that Danone’s involvement in the Tesco program may exploit these regulatory gaps, raising questions about compliance and ethical conduct.

Expert and Organizational Reactions

Professor Robert Boyle of Imperial College London pointed out the formula industry’s long-standing efforts to influence consumer behavior through similar marketing strategies.

First Steps Nutrition Trust, a leading advocacy group, has called on Tesco to sever ties with Danone, warning that such partnerships risk undermining breastfeeding and diminishing trust in healthcare professionals.

Broader Implications for Corporate Responsibility

As Tesco moves forward with the pilot, the program faces mounting scrutiny over the balance between providing accessible healthcare information and safeguarding ethical standards. The outcome could have far-reaching implications for corporate partnerships within the healthcare sector.

For now, the initiative serves as a flashpoint in the ongoing debate over formula marketing practices, consumer trust, and the ethical responsibilities of global food giants like Danone.