A deprived part of Rotherham is to become the third area where new mums will be offered shopping vouchers if they breastfeed their infants.
Mothers in Maltby will be offered vouchers worth up to £200 as part of a project being conducted by researchers from The University of Sheffield.
The aim is to boost the number of mothers who breastfeed in neighbourhoods with low rates.
The Maltby mums will be offered local high street shopping vouchers worth up to £120 if their babies receive breast milk until they are six weeks old, and a further £80 if their babies continue to receive breast milk up to six months.
Principal investigator Dr Clare Relton, from The University of Sheffield’s School of Health and Related Research said: “Babies who are breastfed have fewer health problems such as upset tummies and chest infections, and are less likely to develop diabetes and obesity when they are older.
“Breastmilk is perfectly designed for babies and provides all they need for the first six months of life.
“The scheme offers vouchers to mothers who breastfeed as a way of acknowledging both the value of breastfeeding to babies, mothers and society, and the effort involved.”
She added: “Offering financial incentives for mothers to breastfeed might increase the numbers of babies being breastfed, and complement on-going support for breastfeeding provided by the NHS, local authorities and charities.”