Lewis Road's 'breast milk' misguided marketing?

  • Breaking
  • 09/06/2015

By 3 News online staff

Lewis Road Creamery's new 'breast milk' has been called out by breastfeeding advocates who are worried it's "misguided advertising".

The dairy company's blue-top 1.5 litre organic homogenised cow's milk bottles are being donned with pink labels as part of a breast cancer fundraiser.

"Breast Milk," the label reads. "The cow's milk that funds the cure."

New Zealand Breastfeeding Authority chief executive Julie Stufkens told Fairfax Media the marketing inappropriately aligns cow milk with human milk.

"Sadly I think this is misguided advertising," she says. "The product does not contain any human milk and does not come from a breast, but an udder."

But Lewis Road says the labelling is bold way to raise money, and was not intended to be offensive or misleading.

"It clearly says 'the cow's milk that funds the cure' on the front of the bottle and again references cow's milk on the back," a spokeswoman told Fairfax.

"It is stocked in the fridge alongside our regular range of milks, so we are confident customers will see it for what it is – a fundraising initiative."

The fundraiser follows Lewis Road partnering with Whittakers last year to produce its popular chocolate milk.

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source: newshub archive