SimpliFed is a virtual breastfeeding and baby feeding support company that serves families across the United States. We provide access to judgment-free, evidence-based baby feeding services and products, centered on families and their feeding needs and goals. SimpliFed gives parents the tools they need to navigate baby feeding questions, concerns and obstacles, starting in pregnancy and throughout the baby feeding journey. 

SimpliFed’s certified baby feeding experts provide patients with personalized, empathetic, clinical-based care to reach their baby feeding goals. Whether they are breastfeeding, pumping, using donor milk, formula, or combination feeding, they approach patients with unconditional positive regard and leave each appointment with parents feeling better about how they feed their baby. 

Three out of four SimpliFed patients bottle feed at some point with expressed breast milk, donor milk, or infant formula. In order for SimpliFed to provide families with the tools they need to have a healthy baby and a positive feeding experience, we also offer access to reliable breast pumps and organic infant formula, for those that need or want it.  

While this seems like a logical care experience, not to mention, the very essence of basic human sustenance, it is somewhat revolutionary in the world of baby feeding support. It has been highly debated amongst some whether “breast is best,” or “fed is best,” leaving parents, mothers in particular, to feel immense amounts of guilt and pressure to breastfeed at all costs, even at the expense of their mental health and wellbeing. 

The reality is that 75% of all parents supplement and only one in four parents meet the recommended six-month exclusive breastfeeding guideline, let alone the recommendation for at least some breastfeeding for two years (CDC). We believe that by providing patients with judgment-free support and allowing them to make informed choices, they are more likely to have positive baby feeding experiences and healthy babies. In fact, 87% of our patients continue to feed their babies with breastmilk at three months, compared to the national average of 69% (CDC).

In 1981, the World Health Organization in concert with the United Nations Children’s Fund (UNICEF), published the International Code of Marketing of Breast-milk Substitutes, or the “WHO Code.” The purpose of the WHO Code was to, “contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breast-feeding, and by ensuring the proper use of breast-milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution.” 

It should be noted that SimpliFed aligns with the majority of the WHO’s statements and the Code itself. For example, we ardently believe that every child and woman has a right to be adequately nourished; women’s health is health; breastfeeding is good for moms and babies; there is a legitimate market for infant formula; it is important for infants to have appropriate complementary foods; and it is the government’s role to develop social support systems to protect and facilitate breastfeeding. However, the Code has not been updated in over a generation. In the last 40+ years, more women have entered the workforce while paid parental leave is virtually non-existent in the U.S. The United States and Papua New Guinea are practically the only countries without guaranteed paid maternity leave. And it was only in late 2022, 45 years after the World Health Assembly recommended that Member States take “legislative and social action to facilitate breast-feeding by working mothers,” when the PUMP Act passed, giving salaried employees with a need to express breastmilk legal workplace protections and requirements for employers to provide accommodations for them. Electric breast pumps were not even introduced until a decade after the Code was written, and have greatly improved mothers’ ability to continue breastfeeding, albeit not without a cost. Yet, staunch followers would say that any promotion, or imagery even, of bottles, pumps or nipples, is in violation of the Code. 

So here we are, in 2023, and it shouldn't be controversial to provide parents with baby feeding services that range from breastfeeding support to the proper use of formula and anything in between. It should not be shocking that a baby feeding organization would also provide their patients with access to breast pumps or FDA-approved infant formula. But it is, to some. And that’s okay. In the following pages, we outline SimpliFed’s commitment to parents, to support them the best we can, without judgment, with unconditional positive regard, with evidence-based clinical practices, so that they can all feel good about how they feed their babies.