Inappropriate promotion of Nestlé whole milks as baby food

Background: (see online version for links)

In many countries poor mothers use whole milks for infant feeding, rather than infant formula or breastfeeding. Whole milks are many times cheaper than infant formula. Poor mothers may use whole milks if hospitals have not supported them breastfeeding (hospital practices are often influenced by baby food companies). Promotion of baby milk may have persuaded the mother that her breastmilk is not good enough for her child, but she is unable to afford expensive infant formula.

Nestlé encourages the use of dangerous whole milks, such as its Nido and Ninho brands, by permitting them to be displayed in pharmacies and supermarkets in the baby feeding section in some countries. Montoring conducted by the International Baby Food Action Network (IBFAN) and published as the report Breaking the Rules, Stretching the Rules 2001, found that sales representatives give inducements to shop keepers to encourage them to display products to best effect to increase sales. Nestlé could, perhaps, place the blame on shop keepers themselves if it wasn?t for that fact that Nestlé?s internal auditors check on products in shops and permit the practice (see uploaded picture).


This picture is taken from Nestlé?s recently published Sustainability Review and shows Nestlé?s internal auditors turning a blind eye to the Nido whole milk on display in the baby food section (Alimento Bebe) amongst Nestlé?s much more expensive Nan infant formula. The picture appears in the section ?Infant formula marketing audit in Argentina.?

The practice of presenting Nido (known as Ninho in Brazil) as a baby food is widespread.

(Click here for further analysis of Nestlé's Sustainability Reveiw).

(Click here for a photo of Nestlé Ninho in the baby section in a window display in Brazil).

Nestlé not only attempts to squeeze extra profit out of poor mothers by permitting this dangerous promotion. Nestlé?s Public Relations staff attempt to blame the death and suffering of infants on mothers who use inappropriate substances such as whole milks (see Your Questions Answered section).

In Brazil virtually everyone is watching the 2002 World Cup. The product Nestlé chooses to promote during Brazil's games is Ninho whole milk.

The Brazilian regulations require a phrase warning that the product should not be used for infant feeding (Norma Brasileira para Comercialização de Alimentos para Lactentes - Article 5).

Nestlé does not give this warning in its television advertisements.


Nestlé and the Brazilian flag in a TV advertisement prior to the Brazil - Belgium game, 17 June 2002: "Nestlé, from who most understands milk to who loves football." (click for larger version). The voice over states that Nestle Ninho has supported Brazil since very small('pequenininho' - a phrase used to describe a very young child, making a link between the product and young children).

The latest advertisement was run in the advertising slot at 8.23 Brazil time and again 9.26 Brazil time in the Brazil - Turkey match on 26th June 2002.

Suggested letter to the man responsible for these marketing practices and the ineffectual auditors: Nestlé Chief Executive Officer, Peter Brabeck-Letmathé, Nestlé S.A., Av. Nestlé 55, CH-1800 Vevey, Switzerland. Fax: + 41 21 924 2813.

You have highlighted the role of Nestlé?s internal baby food marketing auditors in your recently published Sustainability Review.

It is very disturbing to see the auditors turning a blind eye to the Nido whole milk displayed in the baby food section of the shop they are pictured visiting in Argentina. Nestlé is well aware that the use of such milks for infant feeding is dangerous to health. On your own website on the infant feeding issue you hold mothers responsible for using inappropriate substances such as whole milks for infant feeding and the consequent ill health.

Independent monitoring by the International Baby Food Action Network (IBFAN) shows that the promotion of Nestlé whole milks for infant feeding is widespread. You have already been informed of this. Will you give a public undertaking to ensure that this practice is stopped immediately?

The Nestlé Instructions on baby food marketing used by your auditors are clearly part of the problem. These instructions have been criticised in the past by IBFAN and UNICEF, but you have not made the required changes to bring them into line with the World Health Assembly marketing requirements. Will you give a public undertaking to do so?

You claim that Nestle takes disciplinary action against staff that violate the marketing requirements for breastmilk substitutes. Will you discipline whoever is responsible for placing the Ninho advertisement in Brazil, for allowing whole milks to be promoted in South America for infant feeding and for conducting a Sustainability Review which turns a blind eye to these practices?