Breastfeeding vouchers: Midwives and health visitors verify claims

An early trial of whether financial incentives encourage women to breastfeed gets under way in parts of Derbyshire and South Yorkshire.

The 130 women involved, will be offered shopping vouchers worth up to £120, if they breastfeed until their babies are six weeks old, and a further £80 if they continue up to six months.

If it proves successful, a nationwide pilot could be rolled out next year.

Dr Clare Relton, the University of Sheffield expert leading the project, said midwives and health visitors would be asked to verify whether the women were breastfeeding.