Misperceptions and misuse of Bear Brand coffee creamer as infant food: national cross sectional survey of consumers and paediatricians in Laos

Abstract

Objective To investigate the use of Bear Brand coffee creamer as a food for infants and the impact on consumers of the logo of a cartoon baby bear held by its mother in the breastfeeding position.Design Interviews with paediatricians throughout the country and a national survey of potential consumers regarding their perceptions and use of the Bear Brand coffee creamer.Setting 84 randomised villages in south, central, and northern Laos.Participants 26 Lao paediatricians and 1098 adults in households in a cluster sampling.Results Of the 26 paediatricians, 24 said that parents “often” or “sometimes” fed this product to infants as a substitute for breast milk. In the capital city, paediatricians said that mothers used the product when they returned to work. In the countryside, they reported that poor families used it when the mother was ill or died. Of 1098 adults surveyed, 96% believed that the can contains milk; 46% believed the Bear Brand logo indicates that the product is formulated for feeding to infants or to replace breast milk; 80% had not read the written warning on the can; and over 18% reported giving the product to their infant at a mean age of 4.7 months (95% confidence interval 4.1 to 5.3).Conclusion The Bear Brand coffee creamer is used as a breast milk substitute in Laos. The cartoon logo influences people’s perception of the product that belies the written warning “This product is not to be used as a breast milk substitute.” Use of this logo on coffee creamer is misleading to the local population and places the health of infants at risk.

Marketing breast milk substitutes: problems and perils throughout the world

“…illustrates a billboard in Asia in violation of the Code. This type of widespread marketing results in mothers' recognising certain brands and believing their children will be healthier with formula 26 27…”

Enforcing the International Code of Marketing of Breast-milk Substitutes for Better Promotion of Exclusive Breastfeeding

“…12, 14,18,19 As with the tobacco and alcohol industries, formula companies indulge in practices abroad that may be banned or severely restricted in their home countries. 6,[8][9][10][11][12][13][14][15][16][17][18][19][20][21] Code violations include promotion of formula products to the public, even in health care facilities.…”

“…Only after the BMJ publication of a national survey and a series of rapid responses, which showed that misleading advertising had severe consequences of malnutrition and death, did Nestlé agree to change its logo. 6,18,[20][21][22] After we provided further evidence of deaths in ethnic minority villages, the sale of Bear Brand coffee creamer was discontinued. 25 However, the label reappeared on breast milk substitutes (BMS) and advance formula, advertised for feeding toddlers older than 1 year, but in modified versions: a mother bear holding its cub on its lap but not in the breastfeeding position, or holding a glass of milk instead.…”

“…6,[8][9][10][11][12][13][14][15][16][17][18][19][20][21] Code violations include promotion of formula products to the public, even in health care facilities. Attractive labels and unsubstantiated claims mislead parents into believing that these products improve intelligence and protect children from illness.…”

Breast feeding and drug therapy in neglected diseases

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