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ITV News has been getting reaction from new mothers in Derbyshire about plans to offer them up to £200 in shopping vouchers to encourage them to breastfeed their babies.
Deprived areas in the county are being targeted as part of the scheme, which is being funded by the government and the medical research centre.
Research by the University of Sheffield is offering shopping vouchers to new mums in Derbyshire as an incentive to get them breastfeeding their babies.
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Researchers at the University of Sheffield said women in the UK feel stigmatised by breastfeeding, despite being aware of the "breast is best" health message.
Despite numerous attempts to encourage new mothers to breastfeed their babies, rates remain stubbornly low in parts of the UK.
- 34% of UK babies are breastfed at six months
- Only 1% of babies are exclusively breastfed at this stage - despite recommendations from the NHS that breast milk contains all the nutrients a baby needs at this stage of development
The new study aimed at looking at ways to encourage more women to breastfeed by offering vouchers will be trialled in Derbyshire and South Yorkshire - in areas where breastfeeding uptake rates are low.
If the mothers breastfeed their children for a full six months they will receive £200 shopping vouchers - half for supermarkets and half for high street stores.
The vouchers, which are being funded by the National Prevention Research Initiative, will be distributed in five stages of £40 each.
Encouraging more women to breastfeed their newborn babies would save the NHS money, as babies who are breastfed are healthier, and less likely to develop obesity, according to Dr Clare Relton from the University of Sheffield.
The UK has one of the worst breastfeeding rates in the world, with breastfeeding rates varying significantly, depending on where you live, scientists from the University of Sheffield said.
In a new feasibility study which will see women being given vouchers for breastfeeding, Dr Clare Relton said it was vital to look into creative ways to boost the levels of breastfeeding across the UK.
Shopping vouchers are being offered to new mums as an incentive to get them breastfeeding their babies.
The idea is part of a research project by the University of Sheffield, and will be carried out in Chesterfield.
Researchers are examining ways to boost the low rates of breastfeeding.