A baby feeding and childcare brand has apologised to furious mums after it suggested breastfeeding is not always best.
Parents slammed the firm Tommee Tippee after it said mums could benefit from bottle feeding, as they would be able to drink alcohol, eat tuna and more.
The company then quickly backtracked and apologised for the article on its website, explaining that the tone and facts had not been checked before it was published.
Tommee Tippee also announced that it agreed with the World Health Organization's guidelines that breast milk is best for babies, the Manchester Evening News reports.
In its article, the company wrote: "Breastfed newborns typically need to be fed every two hours, but formula-fed babies can go up to 3-4 hours between feeds.
"This will make feeding schedules much easier to establish and free up a considerable amount of your time during the day.
"You can also enjoy more dietary freedom when you choose to formula-feed your baby. Breastfeeding women must avoid fish that are high in mercury and limit their alcohol and caffeine consumption.
"These caveats might make formula feeding seem like more of an attractive option for busy mums, especially those who like their wine, coffee and tuna."
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After being flooded with complaints, the company issued an apology and swiftly updated the article to remove the offending details.
"We're genuinely very sorry for an article that was published on our website before being reviewed," it said.
"We truly do not stand by some of the information in here, and apologise for the error that meant it was published before tone and fact-checking."
It added: "We support all parents, however they feed their baby. But we wholeheartedly agree and follow the WHO guidelines that breast milk is best for baby."
Many mums welcomed the apology, saying the original article could deter new mums from giving breastfeeding a go.
They also noted it simply isn't true that their diet has to change to such an extent.
Others criticised the suggestion that the only reason some mums choose to bottle feed is so they can drink alcohol, and hit out at the company for "pitting breastfeeding mothers against formula feeding mothers".
Commenting on Tommee Tippee's Facebook page, Shannon Handley said: "I think bottle feeding is absolutely necessary and totally a parent's own individual informed decision.
"But, saying that, to promote formula, you do not need to tear breastfeeding down and spread complete and utter misinformation. Let's hope we don't get this again!"
Kelly Williams agreed, saying: "Just to clarify to all the people stating they don't see what was wrong with the article, well, if you're going to promote bottle feeding or breastfeeding then don't pull down one of them to that extreme in the process!
"They could have just highlighted the pros of bottle feeding without slating breastfeeding! The article was a disgrace and would definitely have deterred other expectant mothers away from breastfeeding!"
Not everyone was offended with the article though, with many bottle feeding mums stating that they are tired of being told that "breast is best" and made to feel bad for choosing or needing formula instead.
"Works both ways this, breastfeeding wasn’t for me and I’m not ashamed to say it!!!" said Stephanie Mccann.
"Yet gets rammed down my throat (mostly by people who chose to breastfeed, which is fine) how breast is best!!! And all babies should be breastfed. Doesn’t appeal to everyone.
"So the article written as much as it might offend some made me feel better lol. No doubt this will start a huge debate but maybe everyone should think before saying breast is BEST. I don’t slag people off who breastfeed, it just didn’t appeal to me which is fine."
Holly Peacock urged mums to stop turning on one another with their comments, adding: "This apology is not a result of a fight between breastfeeding mums and formula mums.
"The article upset BOTH sides. It undermined breastfeeding mums and implied that formula feeding mums did so by choice to be able to drink alcohol and not watch their diet so closely.
"Do not read this wrong and turn against each other. That’s not what this is about, it’s an apology to both groups of mums and rightly so."
Tommee Tippee said the article had been "reviewed and updated", with "extra steps in place to ensure this doesn't happen again".
In a statement to the Manchester Evening News, Tommee Tippee said: "We’re genuinely very sorry for the article that was published in error on our website – we truly do not stand by some of the content. We use a number of sources for our content and work with an independent midwife to review articles before we share them.
"Unfortunately, on this occasion the article was published before going through that review process. The article has now been reviewed and updated and we’ve put extra steps in place to ensure this can’t happen again."
It added: "Through our Parent Room on TommeeTippee.com, we try to provide balanced information and support for all parents, however they feed their baby. Most importantly though, we wholeheartedly agree that breast milk is best for baby."
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