This project is funded by the ESRC Impact Acceleration Account at the University of Southampton.

The ESRC Impact Acceleration Account is intended to create impact beyond the academic world by exploiting social sciences research to shift perceptions and understanding of important issues of the day, and to influence policy and practice.

The bid for funding was put together in collaboration with the Breastfeeding Network and NCT.

The Royal College of Midwives also generously agreed to let us use their premises to hold our London focus groups, an in-kind contribution valued at £600.

We have not received funding from any bodies associated with the marketing or production of infant formula milk.