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.
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Jesse Richards was brutally killed seven years ago in Worcestershire, but the body of the father of three has never been found.
The event, now in its 16th year, celebrates the city's South Asian community through culture, food, sport, art and entertainment.
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