Skip to main content

ifeed: User-centred development of an online and mobile phone intervention to support infant feeding choice and confidence to sustain breastfeeding and/or safe formula feeding


Medical Research Council

Project team

Dr Naomi Bartle, Principal Investigator, Psychologist, Coventry University

Professor Katherine Brown, Co-Investigator, Health Psychologist, Coventry University

Professor Jeremy Dale, Co-Investigator, Warwick Medical School.

Susan Law, Co-Investigator, HLS Midwifery, Coventry University.

Dr Louise Moody, Co-Investigator,  Art and Design, Coventry University

Dr Kajal Gokal, Research Associate, Coventry University

Kayleigh Kwah, Research Assistant, Coventry University

Project objectives

To develop a comprehensive intervention to help parents make informed and confident decisions about infant feeding, and to support sustained breastfeeding and safe and responsive bottle feeding

The intervention:

  • Promotes breastfeeding without excluding those who do not wish to or cannot breastfeed
  • Gives factual information for helping parents make their own decisions about infant feeding
  • Promotes bonding and responsive feeding whichever method chosen(e.g. skin to skin, feeding on demand)
  • Helps parents feel confident about feeding their babies
  • Encourages optimal hygiene when preparing bottles (making up formula, or giving expressed milk)&

It is hoped to be a trusted resource for parents and health professionals.

Impact statement

Ifeed was launched in August 2018 to coincide with World Breastfeeding week.  In the first week it had 800 views and was shared by organisations supporting mothers and babies across the UK and globally.  We are currently seeking further feedback from parents about how the site influences their feeding choices and are preparing to evaluate the site for its influence on infant feeding behaviours.

 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023