The Baby Friendly
Initiative

Transforming healthcare for
babies, their mothers, parents and families in the UK

Book now: 2025 Annual Conference

Get email updates

2025 Annual Conference

BOOK NOW

LATEST NEWS AND RESOURCES

Statement

UNICEF UK Baby Friendly Initiative's response to the Rapid Investigation into Maternity and Neonatal Services

Resource

Baby Friendly launches new Theory of Change framework

News and Blog

Planning meetings and Stage 1 now available for hospital-based children’s services

Competition and Markets Authority: Baby Friendly's Response

Unaffordable infant formula price rises

Recommendations for the UK Government

Learn more

LEARN MORE ABOUT THE CODE

WHO Policy Brief on ending unethical marketing practices

The International Code of Marketing of Breastmilk Substitutes

Working within the Code: Health professionals' guide

The impact of infant formula marketing

The power of collaboration

Four Trusts implement the Baby Friendly standards

Access case study

About Baby Friendly

About the Baby Friendly Initiative

Baby Friendly Standards

Breastfeeding in the UK

Support for parents

Baby Friendly Resources

Breastfeeding resources

Relationship building resources

UNICEF UK’s Baby Friendly Initiative has made a real difference in giving our staff the skills and confidence to change the conversation about breastfeeding and early relationship building with parents… Together we can ensure that every single mother and baby receives the very best possible care, at a point in their lives where the information and support we provide will have a profound effect on their future health and development.

Ellie Elkins, Infant Feeding Lead for West Sussex, Sussex Community NHS Foundation Trust

The Baby Friendly Initiative

Transforming healthcare for babies, their mothers, parents and families in the UK