Cow & Gate, the formula milk brand, is targeting Irish mothers with email marketing in the weeks after they give birth, in a move described by a senior official at Unicef, the UN children’s agency, as “outrageous” and “predatory”.
The Irish-made brand, owned by Danone, uses Facebook competitions for hampers of “pregnancy and new baby goodies”, including baby clothes and Fisher-Price toys, to get women to join its “C&G Babyclub”. To join, women must give an email address and their due date.
The email is timed relative to the due date. In the second week after birth, when 60 per cent of women are still breastfeeding, Cow & Gate sends an email entitled: “Is my baby getting enough milk?”, with links to articles about “Bottle-feeding