Formula marketing again.

Seen in our local Jumbo store:  this sign in the infant formula section.

The manager at the Jumbo store doesn't seem to think it's a problem.  After all, the sign is just there to tell people where the infant formula is.

And what about the cute little white baby sucking down the bottle of formula?  What kind of message is that sending?

The International Code on the Marketing of Breastmilk Substitutes says:

There should be no advertising or other form of promotion to the general public of products within the scope of this Code.

and

there should be no point- of-sale advertising, giving of samples, or any other promotion device to induce sales directly to the consumer at the retail level, such as special displays, discount coupons, premiums, special sales, loss-leaders and tie-in sales, for products within the scope of this Code. 

Interestingly, Article 9.2 of the Code also specifies that:

Neither the container nor the label should have pictures of infants, nor should they have other pictures or text which may idealize the use of infant formula.

I would argue that this sign is a "special display" and that, given that the Code prohibits photos on the containers of the cans, a display sign with a warm and fuzzy photo of the mother with a baby drinking from a bottle should also be considered a "promotional device to induce sales" of the infant formula at Jumbo.

Of course, given that there is no real government or law enforcement agency here in Madagascar these days, I doubt that much if anything will be done about this infraction.

Nestlé at it again

I have been meaning to post on this story for quite some time.   I have already written how Nestlé's Nido is harming African babies. Now I see that it's not just the Nido that's the problem.

A few months ago, I walked into a store that happens to be the official distributor for Nestlé products here in Tana.  I saw this display.

The idea was obviously to display ALL Nestlé products together.  The first thing that struck me was that the Nido had, once again, been placed in close proximity to the baby formula, Guigoz 1 and 2, but at least this time they were on different shelves.

Encircling the products was a yellow ribbon with a teddy bear decoration throughout and the following message:

 "Nestlé - pour une croissance saine".  

Translation: Nestlé: for healthy growth.   

Apart from Nido, Guigoz formula and baby cereal, the display contained Kit Kat, Choco Crunch cereal, and Quik chocolate powder.  All these products are supposed to be for "healthy growth".  Surely they must be joking.

Behind the cashiers was a posterboard clearly intended for employees of the store.  The posterboard had the Nestlé Nutrition logo on it and showed what employees are not allowed to do under the International Code on the Marketing of Breastmilk Substitutes.  No promotions.  No point of sale advertising.  No special displays.  There were diagrams indicating all these prohibitions but the writing was all in English.  Have I mentioned that Madagascar is a francophone country?

I asked to speak to the manager of the store.  I was led to his office.  He was a pretty nice French guy.  I had a friendly conversation with him and then said "I see that you are making an effort to adhere to the International Code for the Marketing of Breastmilk Substitutes."

I then explained that the display was in contravention of this Code.  He expressed surprise and said that he would contact Nestlé immediately, as it was they who put up the display.

I thanked the manager, went to purchase my things, and left.

The next week, lo and behold, I got a call from Nestlé Nutrition.

"We would be interested in knowing why you think the display contravenes the Code.  We are not marketing breastmilk substitutes.  We are marketing all Nestlé products together."

He wasn't joking.  This was his argument.

"Listen", I said.  "If you are going to follow Nestlé's own watered-down interpretation of the Code, you will, at a minimum, remove the Nestlé Guigoz first stage infant formula from the display. And if you are going to follow my interpretation of the Code, you will remove the first and second stage Guigoz from the display."

He still didn't understand what was wrong with keeping them in the display.

"It's advertising", I said.

"But it's not advertising the formula in particular", he replied.

"That doesn't matter", I countered.  "Putting baby formula in a display that says 'for healthy growth' is advertising the formula, whether or not you put a KitKat bar and breakfast cereal beside it."

He said he would like to meet me so that I could show him the relevant portions of the Code and he could explain to his superiors.   I agreed and we met up the following week.   By that time, the Nestlé Nutrition man had already faxed a photo of the display to his superiors in Kenya and Mauritius and asked for their opinion.

His superiors agreed with me and told him that either the milk had to be removed from the display or the ribbon had to be removed.  He removed the ribbon.

I told him that he should also put the Nido milk with the other powdered milk being sold in the store rather than in the same area as the infant formula.  He refused.  He said that he wanted to keep the Nestlé products all together.

"But you know", he said to me, when we were back in his office at Nestlé Nutrition, "we don't really focus on stores.  The stores are already informed and are generally compliant, with the odd exception now and then.  Our main job is to inform hospitals about the Code, when we deliver them our infant formula for newborns".

Now ain't that a wolf in sheep's clothing.

Guest-posting on Infant Formula Marketing in Madagascar

Hey everybody, I'm guess posting on Blacktating this week on the subject of infant formula marketing in Madagascar - Nestlé and Blédina say they don't do it but they do!

Nestlé's new way of harming African babies

This globetrotter parent has noticed that if there is one thing that pervades the world, it's the Nestlé brand.  And if there is one thing that Nestlé like to sell, it's infant formula.

Nestlé and other infant formula manufacturers have, or so they say, committed themselves not to market their infant formula for babies under the age of six months.  Now, in my opinion, if they really wanted to adhere to the International Code of Marketing of Breastmilk Substitutes, they wouldn't market their infant formula at all (including the formula for babies 6 months and up) and it would be available exclusively in pharmacies and not in grocery stores.  But I digress. 

Knowing full well that they are unable to advertise their infant formula for younger babies, Nestlé advertise other products instead.  Here in Tananarive, they advertise their powdered whole milk, called Nido.  Note that "Nido" means "nest" in Italian and is very close to the French word for nest as well ("nid"). So not surprisingly, the Malagasy people (most of whom speak French) tend to think of Nido as milk that is meant for babies. 

But it's not.  Nestle Nido is just plain old whole milk in powder form with some vitamins added to it.  It has not been adapted for babies.

Yet the other day, I asked our driver, as we passed by a huge wall ad for Nido, "Is Nido milk for babies?"

"Yes", he replied.  "You give it to babies if you can't breastfeed."

Then I asked our cook, "Do the Malagasy give Nestlé Nido to their babies when breastmilk is not available?"

"yes, yes", she replied.
I explained to her that Nestlé Nido was, in fact, whole milk, and not infant formula.  She was very surprised and kept asking, "Are you sure?".

Then I said to our nanny, "Would you give Nestlé Nido to a baby?"  She gave me an unequivocal yes and was also surprised when I told her that Nido was not infant formula.

Nestlé don't appear to be doing much to correct this mistaken belief about their product.  They of course do not expressly state anywhere in their advertising that Nido is for babies and to their credit, their advertising portrays a glass of milk on it, not a baby bottle.  BUT (1) a can of Nestlé Nido looks just like a can of infant formula for babies (same 400 gram metal can with plastic top), (2) the name "NIDO" is suggestive of babies and (3) they don't say anywhere on the packaging or in their advertising that it is NOT for babies, except in the FAQ of Nestlé Nido's internet site. 

Worse, in the shops here in Tana, Nestlé Nido is placed on the shelf right alongside infant formulas.**

And as the Nido whole milk powder also happens to be cheaper than real infant formula (in the shop where this photo was taken, the Nido cost 14000 Ariary whereas the Nestle Guigoz 2ème age cost 18,000 Ariary), people have no hesitation in buying Nestlé Nido for their infant.

One final anecdote from my friend Natasha, an American here in Tana who has a nine-month old baby.  One day, Natasha was telling someone that before arriving here in Tana, she had purchased a year's worth of infant formula in Switzerland and had it shipped here.  She didn't want to be stuck purchasing infant formula in Madagascar, as she had no idea where the formula that is sold here might have been manufactured (much of it comes from Kenya or China, I am told). 

The person responded, "Oh well, if you ever run out, you can always buy some Nido."  Dooooooh!

** Funnily enough, in the large grocery stores in Tana such as Jumbo and Leader Price, where Europeans tend to do their grocery shopping, Nestlé Nido can be found in a separate aisle from the infant formula, alongside other whole milk powders.