Medela Conducts National Education Breastfeeding Initiative

In celebration of Breastfeeding
Awareness Month, Medela will conduct complimentary, educational
breastfeeding seminars at all Babies "R" Us stores nationwide. Seminars
will be held as part of the August Baby Fest events at Babies "R" Us stores
on August 12, from 11am - 3pm, and are designed to give new moms
information about the benefits of breastfeeding and tips on how to
breastfeed successfully. Medela will provide an educational lactation
specialist at each store across the country to conduct seminars and offer
new moms the opportunity to ask questions and obtain expert answers.


"The importance of breastfeeding and breast milk as the gold standard
for infant nutrition is well documented. Medela's goal is to help increase
breastfeeding initiation and duration rates in accordance with the Healthy
People 2010 targets," said Susan Sperling, Director of Marketing
Communications and Services at Medela, Inc. "Through this initiative,
Medela is able to offer practical advice about breastfeeding to new moms in
the comfortable and accessible environment of Babies "R" Us."


Baby Fest breastfeeding seminars will include a 30-minute session that
provides information and facts on breastfeeding. Seminars will be followed
by Medela breast pump demonstrations, and will be offered at 11:30 am, 1
pm, and 2:30 pm.


"We are excited to have Medela participate in Baby Fest and help
provide expectant mothers access to valuable tools and expert resources to
aid in raising a healthy baby," said Sue Montecallo, Vice President,
Marketing, Babies "R" Us. "Medela's involvement will provide a great
resource for many of our guests who are eager to learn more about the
benefits and how-to's of breastfeeding."


Breastfeeding seminar attendees will also receive great samples and
special offers. For more information and for Babies "R" Us store locations
visit babiesrus.


About Medela:


A longtime champion of breastfeeding, Medela is the only company to
develop products based on research by the world's leading lactation
experts. As a result, Medela's breast pumps are the number one choice of
healthcare professionals and healthcare facilities worldwide, including 80
percent of U.S. hospitals.


Medela has developed an extensive line of products to meet the diverse
needs of nursing mothers. These products include hospital-grade, double and
single electric and manual breast pumps; breastfeeding accessories such as
pump cleaning products, breast care products and specialty feeding devices;
and maternity and nursing intimate apparel. Most recently, Medela
introduced 2-Phase Expression(R), the only research-based breast pump
technology that mimics a baby's nursing rhythm, resulting in faster
let-down and milk flow.


Founded in 1961 in Zug, Switzerland, Medela serves customers through a
worldwide network of distribution partners in more than 90 countries and
its 12 subsidiaries. For more information visit medela.



About Babies "R" Us:


Babies "R" Us is the nation's premier baby products retailer and
specialty store chain and a leader in the juvenile industry. Since opening
its first store in Westbury, NY in early 1996, the company has grown to 236
locations nationwide. Babies "R" Us features a wide selection of products
for newborns and infants, including cribs and furniture, car seats,
strollers, formula, diapers, health and beauty aids, bedding, clothing for
preemies through size 48 months, toys, and plenty of gift ideas in store
and online at babiesrus.


Medela, Inc.

medela