Anyone seen the advert for aptimil(sp?) baby milk? It shows a boy surrounded by a blue aura in a Ready Brek style.
One of the things the voiceover lady says is, "If you decide to move on from breast feeding....."
Jeez! It's to be hoped so. Thoughts of bitty come to mind.
It may have arisen as this product area is a copywriting minefield; compliance with various agreements concerning positioning products as substitutes, alternatives, improvements, complementary etc versus breast milk.
No idea about copy write issues but this follow on stuff ONLY exists for formula companies to get around the law as they are not allowed to advertise infant (from birth) formula