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What is Ameda’s position on the WHO Code?

 

 

Ameda, one of the world’s best-known providers of products that enhance the comfort and ease of breastfeeding, has a longstanding mission to help empower mothers to achieve their breastfeeding goals. As part of our ongoing mission to be active in the global breastfeeding community, we at Ameda support and comply with the World Health Organization’s goals, including its International Code of Marketing Breast Milk Substitutes, also known as the WHO Code. This is a voluntary standard adopted in the 1980s to stop the marketing of breast milk substitutes and to promote lactation and breastfeeding worldwide, in support of the health of mothers and babies.

For some of our customers, it may be important to understand that the Ameda brand is owned by Evenflo Company, Inc., a trusted partner in nurturing babies’ growth and development with innovative juvenile products. Due to a recent sales transaction, Evenflo Company, Inc. no longer manufactures or sells bottles and nipples, making the company once again fully compliant with the International WHO Code, but consumers will continue to see Evenflo-branded bottles and nipples sold by the new owner of the feeding business—Evenflo Feeding, Inc. As always, Ameda’s products, packaging, and marketing activities remain in harmony and compliance with the WHO Code.

For over 70 years, Ameda has been a strong and active partner of breastfeeding mothers, the lactation community, and medical institutions. We are firmly committed to offering the education, resources, products, and programs that ensure the breastfeeding experience remains as positive as possible for both mothers and babies.

Additional Details:
What is the WHO Code?
The International Code of Marketing Breast Milk Substitutes, also known as the WHO Code, is a voluntary standard adopted in the 1980s to stop the marketing of breast milk substitutes and to promote lactation and breastfeeding worldwide, in support of the health of mothers and babies.

How does the WHO Code affect bottle manufacturers?
When a bottle manufacturer decides to become WHO-Code compliant, the WHO Code prohibits any health-related claims on bottle packaging and websites, advertising these claims to consumers, and places limits on the types of advertising and promotions that can be done with bottles and nipples.

Is Ameda WHO Code compliant?
Yes. As a developer and marketer of the highest quality breast pumps and accessories, Ameda’s products, packaging, and marketing activities adhere to the WHO Code.

Is Evenflo Company, Inc. WHO Code compliant?
Yes. As a trusted partner in nurturing babies’ growth and development, Evenflo Company, Inc. remains focused on quality and innovation to ensure that it continues to provide infant and juvenile products of choice for individuals and institutions worldwide.

How does Evenflo Company Inc.’s recent decision not to sell bottles and nipples impact Ameda?
Ameda is a standalone business and was not part of Evenflo’s transaction.

About Ameda
Ameda has been the first name in breast pumps for over 70 years. First developed by Swedish inventor and civil engineer Einar Egnell to mimic a baby's natural nursing rhythm and intensity, Ameda used this innovative technology to create a breast pump that was simple, comfortable and efficient. Today, Ameda breast pumps continue to utilize Einar Egnell's breakthrough technology—along with advanced features that today’s mothers expect. Ameda was acquired by the Evenflo Company, Inc, in 2008. Evenflo, headquartered in Miamisburg, Ohio, was founded in 1920 and is a top supplier of infant and juvenile products to key retailers such as Toys “R” Us, Babies “R” Us, Wal-Mart, Target, and K-Mart. For more information on Ameda, visit www.ameda.com. More information on Evenflo can be found at www.evenflo.com.