The Breastfeeding Network (BfN) has written to the Department of Health asking that the message "Breast is best" be changed. The group wants to emphasise that breastfeeding should be the norm, not something special.

Lesley Backhouse, chair of BfN said "We've got to knock breastfeeding off this pedestal. It implies something special, whereas breastfeeding is the physiological norm, and suggests that formula is the standard way to feed babies."

Janet Fyle, midwifery advisor at the Royal College of Midwives, agreed "It's time to normalise breastfeeding and create the right conditions for mothers to breastfeed in comfort, wherever they go, whether that's in a restaurant or a shop when they're out and about," she said.