Whilst most mothers would prefer to breastfeed their newborns, many give up and opt for bottle feeding after a few weeks. Online breastfeeding support agency, Real Baby Milk, has identified â??embarrassment whilst feeding in publicâ?? as a major factor in this, so was excited to discover Frugiâ??s range of discreet breastfeeding clothing. Both have teamed up in a campaign to address the problem.A recent poll carried out by Real Baby Milk, reports that more than 50% of mums feel self conscious when feeding, acting as a major hurdle to successful breastfeeding. Lucy Jewson, Frugi co-founder experienced this herself when she wrestled with awkward clothing on a first shopping trip with her new baby, forgetting to popper up after feeding.â??My clothing, I thought, was perfectly suitable. You know, one of those button-up breastfeeding rugby style tops. No worries, I thought. Anyway, sometime later I emerged slightly flustered, after feeding and changing baby Tom, trying to balance him, his pram, his change bag and the shoppingâ?¦ luckily my sister caught me in time â?? in all the fuss I hadnâ??t managed to button up my top - which could have been a little awkward about town!â??Having had this experience, Lucy vowed to make it easier for mums to feed when out and about and came up with a great innovative double layer system that negates the use of poppers and the need to expose excess quantities of flesh. The system allows discreet and comfortable feeding to the point that no-one would really notice what you and your baby were doing, reducing fuss and any potential worries about feeding in public places. Real Baby Milk believes that these nursing clothes will help encourage mothers to continue breastfeeding successfully."We just love the new Frugi breastfeeding tops. We can tell they have been designed by someone who has experienced the potential pitfalls of breastfeeding when out and about! Real Baby Milk is always looking to help mums feel more comfortable with all aspects of breastfeeding and we are sure these tops will help enormously with reducing the anxiety of feeding in public that affects a significant number of women" reports Arwen Folkes, Managing Director Real Baby Milk.Frugi and Real Baby Milk have come together to support breastfeeding groups nationwide, by providing them with information and resources to help new mums through the challenges of successfully breastfeeding their baby, naturally. With the campaign coinciding with National Breastfeeding Awareness Week in May, they hope that they can help encourage women to conquer their fears of breastfeeding in public places.

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