Medela Discontinue the Sale of Feeding Bottles & Teats - A Reflection

When I first shared the screenshot of Medela’s announcement that they’ll no longer sell bottles or teats in the UK, I captioned it: “a win is a win.”(I know. I’m cringing.) At the time, I meant: this feels important. This feels hopeful. This feels like a market leader making a more ethical choice.

And I still believe there’s something worth noticing here. It is rare to see a major company in the infant feeding space publicly align with the World Health Organization’s International Code of Marketing of Breastmilk Substitutes. On the surface, this looked like a powerful shift. It looked like integrity in action.

But very quickly, I realised that not everyone experienced it as a win.After reading hundreds of comments from mothers, midwives, and pumping parents, I want to offer something more complete. Something that reflects the nuance and the very real impact decisions like this can have.

For Some Families, This Felt like Hope

For others, it felt like a loss. Some parents welcomed the news. They saw it as a step toward protecting breastfeeding from corporate influence, and reducing pressure on new parents to supplement before they’re ready. But many more responded with concern, grief, and even anger. Comments included:

“Bottles were the only way I could feed my baby breast milk.”

“This feels like they’re taking away an essential tool.”

“It’s not a win if it makes pumping parents feel excluded.”

“Not every baby can breastfeed. Not every mum wants to. What now?”

These voices matter deeply. For families who exclusively pump, who have a baby in NICU, whose babies struggle with latching, or who return to work early, bottles aren’t optional. They are vital. They’re not a ‘substitute’ for breastfeeding. They are how breastfeeding happens in those situations.

So What are the Alternatives to Bottles?

Some commenters asked, “What are parents supposed to do instead?” In clinical settings, feeding alternatives include:

• Cup feeding

• Spoon feeding

• Tube feeding

  
  

Later in infancy, some health bodies recommend free-flow cups or open beakers rather than bottles, especially after six months, to support oral development and avoid prolonged sucking habits.

But these options are not always realistic. They require support, training, patience, and time. They are rarely supported in practice, especially for sleep-deprived parents at home doing their best with very little help.

Even if the marketing of bottles is the issue rather than the product itself, removing access without viable, supported alternatives can feel punishing rather than protective.

What the WHO Code Actually Says

The WHO Code does not call for a ban on bottles and teats. Instead, it discourages the promotion and marketing of products that could interfere with breastfeeding.

Specifically, it states:

“There should be no advertising or other form of promotion to the general public of products within the scope of this Code. This includes teats and feeding bottles.” - Article 5.1, WHO Code

In other words, it is not about preventing parents from accessing tools. It is about ensuring those tools are not aggressively marketed as better or easier than breastfeeding. This is particularly important in communities where breastfeeding is already fragile or poorly supported.

But without clarity, explanation, or meaningful support, Medela’s announcement left many families confused. It left many more feeling judged or overlooked.

Ethics, Marketing and Motherhood

Some people raised a fair point. Is this really about ethics, or is it a savvy PR move?

We can’t know Medela’s intentions. But here is what we can say. It is easy to post about aligning with global health guidance. It is much harder to meet the real-life needs of families.

A true win for parents does not just remove a product. It expands support. It centers lived experience. It acknowledges that one size does not fit all. It never has.

My Perspective

I’m a breastfeeding educator and author. I’ve supported thousands of mothers over the years. I know how important breastfeeding protection is, especially in a world that too often fails mothers from the moment their baby is born.

But I am also a mother who was able to nurse my son directly at the breast.I did not have to rely on bottles or pumps to feed him. That is a privilege, and one that shaped my first response more than I realised.

So yes, when I said “A win is a win,” I meant that is sounds like a step towards a more ethical way of doing business. But on reflection, that phrase came from one narrow, personal lens. And I am so grateful to everyone who helped me expand it.

What do Families Actually Need?

We need ethical marketing and accessible tools. We need protection for breastfeeding and respect for pumping, combination feeding, and bottle-feeding. We need to trust parents to make informed choices. And we need to provide the education, support and access that allows those choices to be possible.

It is not a win if it erases the families who rely on bottles. It is not a win if it does not come with viable alternatives. It is not a win if the conversation ends here.

To everyone who shared their story with me, thank you. You reminded me of what matters most. Not taking a position, but listening. Not rushing to celebrate, but making space to understand. Especially for the stories that do not often get heard.

With love,

Danielle

❤️

The Breastfeeding Mentor