Tommee Tippee – perfect violation

Tommee Tippee promotion in Toys R Us, Warrington, 29 July 2013.

Powdered formula is not sterile. It should be mixed with water above 70oC to kill any harmful bacteria that it may contain. The bottle then has to cool before feeding.

Tommee Tippee is marketing a machine that uses just a small volume of water to do this and then tops up with colder water. It says a bottle can be made ready in just two minutes.

Of course, it doesn’t take an expensive machine to do this – people can do it in the home using a kettle and previously boiled or filtered water. But is it safe? WHO did not recommend this method, so we have asked for its views. An industry food safety expert has questioned how the hygiene of the closed mechanisms will be ensured.

Tommy Tippy promotes formula feeding as ‘closer to nature’ as in the special display in Toys R’ Us, above, which is a perfect example of misleading marketing regardless of the safety issue.


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