Philips Avent support and empower parents to feed their babies anytime, anywhere

Two thirds of moms would be more confident and comfortable breastfeeding in public if it was considered ‘normal’* Let’s support and empower parents  to feed their baby anytime, anywhere.

Breastfeeding has been around for as long as we have existed. We are also more aware than ever of the health benefits of it for baby and mom. And yet, in many parts of the world, there are still a lot of taboos around breastfeeding – signalling a need for more support for moms and dads to parent and feed their way. 

This World Breastfeeding Week (1 – 7 August), to understand some of the challenges breastfeeding parents face when feeding their babies, and support and empower them to parent and feed their way, Philips asked more than 6000 women across 25 countries* what holds them back from breastfeeding their babies anytime and anywhere they want to. 

Breastfeeding in public –  still not considered ‘normal’

The results show there’s still work to be done to support and empower moms in their choice to breastfeed in public. Around two thirds (66%) of moms globally say they would feel more confident and comfortable breastfeeding in public if it was considered ‘normal’. Feeling embarrassed or uncomfortable to breastfeed around people they don’t know, is the key reason (52%) of women feel to hesitant to consider breastfeeding in public. The results also reveal many moms (40%) would not consider pumping in public, rising to 69% in France and dropping to 17% in the USA.

The results vary across cultures and countries and breastfeeding and expressing in public is not something every mom wishes to do. At Philips, we recognise every breastfeeding journey is unique and personal to parent and baby; there is no right or wrong way. Parents may choose to feed their baby directly from mom’s breast, with expressed milk, or both, or between formula bottles. Some may choose to feed in public or in the comfort of their own home. Whatever their choice, Philips wants to empower and support all parents with solutions that support each of these choices. 

Moms should feel they have the ‘right’

Added to this, many moms say greater overall support from others would help them feel more comfortable breastfeeding in public, with this being true for almost a third of moms in the USA (33%), Spain and Mexico (both 30%). Meanwhile, greater partner support would help for many in Colombia (41%), Mexico and Chile (both 40%), compared to fewer in Austria (17%) and Germany (13%). These figures go a long way to indicate many moms would love to see society’s overall understanding and perception of breastfeeding shift from something inappropriate or unnecessary to one of the most natural, fundamental acts of care in the world. This shift can only happen by educating more people on the value of breastfeeding, starting more conversations about it and championing parents’ choices to feed however best suits them – something that lies in all of our hands.

The results go on to reveal that while the biggest motivator for moms globally to breastfeed in public is being able to feed their babies as soon as they need it (59%), almost half (47%) globally say having the ‘right’ to breastfeed in public would also motivate them to do so, rising to 57% in Austria and Canada and dropping to 31% in South-Africa. 

Only through greater breastfeeding awareness, encouraging breastfeeding policy change, and creating more supportive communities around moms that empower them to feed their way, will more people start to recognise and promote breastfeeding as the basic human right it actually is.  

Moms deserve greater support

Added to this, many moms say greater overall support from others would help them feel more comfortable breastfeeding in public, with this being true for almost a third of moms in the USA (33%), Spain and Mexico (both 30%). Meanwhile, greater partner support would help for many in Colombia (41%), Mexico and Chile (both 40%), compared to fewer in Austria (17%) and Germany (13%). These figures go a long way to indicate many moms would love to see society’s overall understanding and perception of breastfeeding shift from something inappropriate or unnecessary to one of the most natural, fundamental acts of care in the world. This shift can only happen by educating more people on the value of breastfeeding, starting more conversations about it and championing parents’ choices to feed however best suits them – something that lies in all of our hands.

BreastStories: supporting and empowering parents

Shot of unrecognizable woman breastfeeding her newborn

Through our online platform, BreastStories, parents from around the world can share their breastfeeding stories, tips, and tricks via Instagram and Facebook, as well as find breastfeeding information and advice from healthcare professionals. By downloading the Philips Baby+ app on their mobile device, parents can also log feeding information, as well as track their baby’s development, such as their weight, height, and head circumference during the first year.  Breastfeeding can be wonderful but it’s not always straightforward or easy for moms. Feeling comfortable is key to a positive breastfeeding experience as it makes it easier to release milk. Let’s unite in supporting parents to parent their way and empower them to feed their baby anytime, anywhere.

We believe parents should feel supported and empowered throughout this journey, and parent their way. This includes feeding their baby and expressing milk whenever and wherever they need and want to –  in restaurants and bars and in parks and on public transport. That’s why, during this World Breastfeeding Week, we are highlighting the conversation around breastfeeding by creating a supportive online community for moms and dads, so they never feel alone in their experiences. There’s great power in talking about your experiences with healthcare professionals, lactation consultants, at antenatal classes, via apps and online communities, and with family, friends, and other moms.

Through our online platform, BreastStories, parents from around the world can share their breastfeeding stories, tips, and tricks via Instagram and Facebook, as well as find breastfeeding information and advice from healthcare professionals. By downloading either the Philips Pregnancy + or Baby+ app on their mobile device, parents can also log feeding information, as well as track their baby’s development, such as their weight, height, and head circumference during the first year.  Breastfeeding can be wonderful but it’s not always straightforward or easy for moms. Feeling comfortable is key to a positive breastfeeding experience as it makes it easier to release milk. Let’s unite in supporting parents to parent their way and empower them to feed their baby anytime, anywhere.

Further key global research statistics:

Listening, Learning, Innovating. Products inspired by nature and designed with parents’ and babies’ needs in mind. Philips Avent draws almost 30years of clinical experience in baby feeding to offer the solution that best meets parents’ needs.  

• 36% of women would feel more confident and comfortable breastfeeding in public if they saw other women around them doing so.

• About 1 in 4 expecting mothers feel expressing in public is a hassle.

• 30% of women would like to be able to express while travelling, working, while doing the laundry/chores around the house, while taking care of other children, during dinner with friends/family in a restaurant or while visiting friends and family.

*Philips survey conducted with 6453 women across 25 countries globally in February 2022 via Philips Pregnancy + App.

About Philips Avent

Listening, Learning, Innovating. Products inspired by nature and designed with parents’ and babies’ needs in mind. Philips Avent draws almost 30years of clinical experience in baby feeding to offer the solution that best meets parents’ needs.  

New from Philips Avent: The Philips Avent Single Electric Breast Pump – R3900

Inspired by baby. Effective for mom. Natural Motion Technology for quicker milk flow. Enter a new era of expressing with a perfect balance of suction & nipple stimulation inspired by the natural way babies drink. The Philips Avent Electric Breast Pump keeps milk flow at an optimum & gently adapts to your nipple size & shape.

Product features:

Minimal parts and intuitive setup.  Quiet motor for a discreet experience anywhere (corded use).  Pause/Play function. Personalized experience, 8 + 16 setting levels.  Memory function. Gentle and comfortable. One size soft and adaptive silicone cushion. Express without leaning forward. Quick expressing, more milk in less time. Natural motion technology for a quick milk flow

Stockists:

Baby City, Dischem, Babies R Us or online at www.takealot.com or www.medhealthsup.com

Find the baby+ and pregnancy+ app’s FREE on the google play or Apple App Store.

Facebook: @philipsaventsouthafrica

Instagram: philipsaventsa

Website: https://www.philips.co.za/c-m-mo/philips-avent

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1 thought on “Philips Avent support and empower parents to feed their babies anytime, anywhere”

  1. Avatar photo
    Chloe Lynch

    I have been breastfeeding my daughter for 16 months now and from the start I decided not to cover up when breastfeeding in public. It is one of the most natural and beautiful things a women can do. We should be proud and praised for it! Breastfeeding is difficult and exhausting but truly rewarding. If breastfeeding makes someone feel uncomfortable then they must look away! I am not going to deprive my daughter of nutrition and comfort by not breastfeeding in public or by covering up because it makes her hot and closes off fresh air! Let’s get something straight here, we are not flashing our boobs we are feeding our babies! Lots of love to all breastfeeding moms ❤.

    Reply

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Can Moms Really Afford to Breastfeed?

Let’s face it—new parents already juggle a million things, and the idea of breastfeeding on top of work, finances, and life can feel completely overwhelming. In South Africa, the laws say mums should get support. But do the laws match reality? And can moms genuinely afford to breastfeed? 

South African law gives new moms four consecutive months of maternity leave—usually starting around one month before the due date and extending to three months after the birth. It’s illegal to return to work within the first six weeks, unless a healthcare provider says you’re ready. 

However—here’s the kicker—employers aren’t required to pay salaries during this time unless it’s in your contract or a company policy. Instead, moms can apply for benefits from the Unemployment Insurance Fund (UIF).[1] UIF payouts range between 38% and 60% of your salary, depending on how much you contributed before leave[2]. Meanwhile, the application process can take 3–8 weeks, and you must reapply every month while on leave. 

The law also entitles mothers to two paid 30-minute breastfeeding or expressing breaks per day—on top of lunch or tea breaks—for the first six months of a baby’s life. And employers are encouraged to provide a private, hygienic space for this purpose[3]. 

But the reality often falls short. Many women return to work within three months due to financial strain. The lack of proper lactation facilities, supportive workplace policies, or even awareness of these rights means many stop breastfeeding entirely. Even worse, domestic and informal workers—who often need the most support—are the least likely to access maternity protections.[4]

South African moms are advised to exclusively breastfeed for six months, in line with WHO guidelines. Yet the statistics tell the real story: only around 32% of babies under six months are exclusively breastfed, averaging less than three months of breastfeeding overall[5]. 

These low rates are linked to higher risks of malnutrition, diarrhoea, pneumonia, and even infant mortality. 

Even in the system’s imperfect current state, here are some practical tips from Sr Londe – independent midwife and Vital Baby’s trusted advisor – to help moms make breastfeeding work:

  1. Start UIF early – Apply as soon as possible, and if your company delays or doesn’t pay you, get in touch with the Department of Labour or CCMA. 
  2. Talk to your employer – Explain your need for breastfeeding breaks and a private space to express. Sometimes simple understanding can spark supportive changes. 
  3. Plan financially – UIF coverage can be lean; build a budget for lower income, and explore supplements if your employer offers top-ups. 
  4. Build a support network – Teams like family, caregivers, or nearby daycare can make daytime breastfeeding or milk drop-offs possible. 
  5. Make expressing work for you – Learn to express efficiently and store milk smartly—room temp for up to 8 hours, longer if you have a freezer. 

Breastfeeding isn’t just about health—it benefits business too. Breastfed babies are generally healthier, meaning less absenteeism, more productivity, and better staff retention. Plus, it contributes to broader goals like gender equality, economic inclusion, and improved child development outcomes. 

Here’s the bottom line: Can moms in South Africa afford to breastfeed? Legally, yes—but practically, it’s often an uphill battle. Gaps in pay, awareness, infrastructure, and enforcement mean many moms return to work too soon. But with proactive planning, workplace conversations, and community support, breastfeeding while working is absolutely doable. 

[1] https://www.news24.com/Life/What-the-law-says-about-maternity-leave-UIF-and-going-back-to-work-20150826

[2] https://www.bbrief.co.za/2025/08/05/employee-maternity-leave-pay/

[3] https://www.news24.com/Life/What-the-law-says-about-maternity-leave-UIF-and-going-back-to-work-20150826

[4] https://www.saffarazzi.com/news/no-proper-maternity-pay-or-leave-for-domestic-workers-in-south-africa/

[5] https://internationalbreastfeedingjournal.biomedcentral.com/articles/10.1186/s13006-024-00634-z

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From Doubt to Confidence: How a Simple Device Could Have Changed My Breastfeeding Journey

When I became a mom for the first time, I thought breastfeeding would just happen naturally. But the reality was different. My baby would scream after almost every feed, and at just two weeks old, a close family member told my mom that she didn’t think my milk was “any good.”

She urged my mom to convince me to take my baby to a nurse, saying, “New moms should think about their baby, not themselves.”

Her words crushed me. I refused to go, but for days I lived in silent doubt, questioning whether I was failing my son. Was my milk not enough? Was I starving him without realising it?

Then came his scheduled follow-up appointment. To my shock (and relief) he had gained more weight than required on nothing but my breastmilk.

Looking back, I often think: if I’d had the MyLee Milk Sensing Device then, I wouldn’t have wasted those days feeling like a failure. I would have had proof; clear, objective reassurance that my milk was nourishing him. I would have trusted myself more.

And that’s why I feel so passionate about bringing this technology to other moms.

Why Moms Doubt Themselves

I now know I wasn’t alone. Studies show that the most common reason moms stop breastfeeding earlier than they want to is due to milk supply-related concerns. Sometimes supply is absolutely fine, but doubt creeps in, while in other cases there may be genuine risks that are best addressed early. Either way, these concerns are real and deserve both attention and support.

The truth is, the early days matter more than we often realise.

The Crucial First Five Days

Recent research published in Breastfeeding Medicine (July 2025, Academy of Breastfeeding Medicine’s special issue) highlights just how important the first five to six days postpartum are.

This window is when your body goes through secretory activation — the transition from colostrum to mature milk and the process of building volume. If this process is delayed or impaired, it can affect long-term breastfeeding outcomes.

On the flip side, when secretory activation happens on time and milk volume comes in effectively, moms are much more likely to meet their breastfeeding goals.

The problem? Until now, there’s been no simple way for mothers at home to know if their supply is on track.

That’s where the MyLee Milk Sensing Device changes everything. Awarded as the Breastfeeding Support Product of the Year at the 2024 Baby Innovation Awards, MyLee is developed by MyMilk Lab and available locally through Mommy Material. This small handheld device brings cutting-edge lactation monitoring to moms at home. With just a few drops of milk (even colostrum), the device uses unique conductivity-based technology to analyse biomarkers that reflect electrolyte levels, particularly sodium, which research has shown is strongly linked to lactation progress. This provides real-time insights into whether milk production is progressing as it should.

This technology, once only available in research or NICU settings, is now accessible to everyday mothers. Instead of relying on guesswork or worry, moms can finally get answers.

Imagine knowing just days after birth whether your milk is on track. Imagine the confidence of being reassured, or the relief of catching a potential issue early enough to get the right support.

Backed by Global Research

This isn’t just marketing hype. MyLee was highlighted in a 2025 review in Breastfeeding Medicine exploring new point-of-care techniques to support breastfeeding.

Here’s what leading experts are saying:

  • “Since the most common reason moms stop breastfeeding earlier than they want to is due to milk supply–related concerns, it’s important to improve screening for the initiation of lactation… Better screening can help identify moms and babies who might need extra support early on, and also reassure those whose milk supply is developing well.”
  • “One of the most exciting developments is the use of probes to measure sodium in breast milk — a simple test that can tell clinicians whether a mother’s milk production is on track.”
  • “The first five days are crucial for the effective initiation of lactation… creating clear care plans for mothers with lactation risk factors is key to offering better, evidence-based support.”

As Dr. Angela Lang, Director of Clinical Education at Medela, summarises: “By removing the guesswork and providing targeted recommendations, we empower mothers to take control of their lactation journey.”

That empowerment is exactly what MyLee delivers.

A New Era of Personalised Breastfeeding Support

Every mother and every milk supply is unique. Some moms may only need to pump six times a day, while others may need eight. Generic advice doesn’t always fit and can even cause more stress.

MyLee allows breastfeeding professionals to give personalised guidance based on each mom’s unique milk biochemistry. That means targeted recommendations, timely interventions when needed, and reassurance when everything is progressing just fine.

It’s not about adding pressure. It’s about removing doubt. It’s about giving moms confidence.

From NICUs to Living Rooms

Much of the global conversation around milk biomarkers and early monitoring has focused on NICUs and preterm babies, but the truth is that these tools are just as valuable for mothers of full-term, healthy newborns.

Every mom deserves to feel confident in her milk supply. MyLee brings the same science-based insights used in specialised care settings straight into everyday homes.

More Than Just One Device

Breastfeeding is one of the most natural things in the world, but it isn’t always easy. For too many moms, doubt creeps in at the very moment when reassurance is needed most.

The MyLee Milk Sensing Device offers a new way forward; turning uncertainty into confidence, and helping moms trust their bodies again.

Because when mothers feel supported, babies thrive; and that is what truly matters.

Learn more about MyLee and our full range at www.mommymaterial.co.za or join our community on Instagram @mommymaterialsa.

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Unlocking the Power of Breastfeeding with Medela

Breastfeeding is one of the most intimate and rewarding experiences for a mother and her baby. Tt can however sometimes be challenging to find the right products to support this journey. Medela is committed to providing innovative and reliable breastfeeding solutions to ensure that every mother can enjoy this special bonding time. 

Medela’s range of breast pumps covers all the potential needs of breastfeeding mums: from initiating breastfeeding for a prematurely born baby with the highest-standard, hospital-grade breast pump Symphony (available to rent), to expressing milk to cover the odd night out with the high-performance manual pump Harmony, to exclusive expressing with our Freestyle Hands-free pump. All Medela breast pumps feature 2-Phase Expression™ technology, which mimics babies’ natural sucking rhythms, allowing mums to express more breast milk in less time.

Medela Freestyle Hands-Free Double Electric Breast Pump

For the modern, on-the-go mom, the Medela Freestyle Hands-Free Double Electric Breast Pump is a game-changer. This pump is designed to provide maximum flexibility, allowing moms to pump hands-free while continuing with their daily activities. The lightweight, compact design is perfect for busy moms who need to pump at work, home, or on the move. With its double pumping feature, it significantly reduces the time needed for each expressing  session. The Freestyle also  has a rechargeable battery and a digital display, ensuring you have everything you need for a seamless pumping experience.

Medela Swing Maxi Double Electric Breast Pump

The Medela Swing Maxi Double Electric Breast Pump is another excellent choice for moms seeking efficiency and comfort. This double electric breast pump is designed to express milk from both breasts simultaneously, saving valuable time and increasing milk production. Its compact and portable design makes it ideal for both home and travel use. The Swing Maxi is equipped with Medela’s 2-Phase Expression technology, which mimics a baby’s natural sucking rhythm, ensuring maximum comfort and efficiency. Whether you’re at home or on the go, the Swing Maxi makes the breastfeeding journey smoother and more manageable.

Medela Solo Electric Single Breast Pump

For moms who prefer a single pump, the Medela Solo Electric Single Breast Pump is a great option. It offers simplicity and ease of use with its compact design and intuitive controls. The Solo features Medela’s 2-Phase Expression technology, which mimics babies’ natural sucking rhythm. This pump is perfect for moms who need a reliable, efficient option for occasional pumping. Its lightweight and portable nature ensures you can take it anywhere, whether you’re at home, at work, or traveling.

Medela Harmony Manual Breast Pump

The Medela Harmony Manual Breast Pump is a fantastic option for moms who prefer a more traditional, manual pumping method. This lightweight and portable pump is ideal for occasional use and provides a quiet, discreet pumping experience. The Harmony features Medela’s 2-Phase Expression technology, allowing you to switch between stimulation and expression phases easily. It’s perfect for moms who need a backup pump or prefer manual expression for comfort and control.

Medela South Africa is dedicated to supporting moms on their breastfeeding journey by offering a range of high-quality, innovative breast pumps. Whether you need the hands-free convenience of the Freestyle Hands-Free, the efficiency of the Swing Maxi, the simplicity of the Solo, or the control of the Harmony, Medela has a solution that fits your lifestyle. 

You can hire a Medela Symphony Hospital Grade Breast Pump for 4 weeks for ONLY R999.00. Contact Lorraine at [email protected] or 011 445 3300 and jump onto your breast-pumping journey with us. 

For more information about these products and to find the right pump for you, visit Medela South Africa’s website

Medela breast pumps are available at selected Dis-Chem, Baby City Clicks, Takealot, Fedisbest.

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