This World Breastfeeding Week 1-7 August, we are proud to announce our new partnership and support of the Hong Kong based initiative It Tastes Like Love

The #ittasteslikelove campaign aims to normalise breastfeeding: anytime, anywhere, anyhow.


This Hong Kong based campaign encourages parents, employers, communities, and authorities to empower and embolden mothers to nurse however, wherever and whenever they need to. This includes places like restaurants, public transport or park benches. Anywhere is anywhere. 

But normalising breastfeeding goes beyond ensuring mothers are comfortable nursing in public. It also requires the implementation of support and legislation that enables mothers to breastfeed and the holding to account of organisations and people that flout womens' right to breastfeed. 

Ittasteslikelove works to promote more tolerant workplaces, better employee maternity provisions and suitable pumping environments. It also offers a collation of mum's breastfeeding stories and important resources for mums, like this hilariously useful Breastfeeding Comebacks Guide: 10 Perfect comebacks to silence breastfeeding critics, stunning inspirational photography of breastfeeding mums and babies, regular media features and list of breastfeeding restaurants and establishments in Hong Kong. 

The campaign is not anti-formula, rather it's about female equality, and respect of a woman's informed choice. It's about prioritising maternal and child well-being and raising the next generation to see the female form as more than something sexual used to sell or seduce. It means addressing inequality in healthcare and investing in help for all new mothers to master breastfeeding as a learned skill regardless of race or wealth.     

As women and mothers ourselves we stand in solidarity with breastfeeding mums and give our support to this wonderful campaign. We fully support mums breastfeeding, anywhere, anytime and anyhow. Take a look at to learn more and their instagram @ittasteslikelove for the most inspirational breastfeeding imagery ever. 

Read our co-founder Julie's story of her breastfeeding journey and why she believes education, support and empowerment are the cornerstones of a successful breastfeeding experience for mothers who want to breastfeed. 

August 01, 2021 — Julie Rout
Tags: News