In the UK, the breastfeeding rates are surprisingly low. While 81% of new mums plan to breastfeed, only 1% are still exclusively breastfeeding their babies at six months. So, why is it so challenging here? A big part of the problem is the pressure and criticism mothers face. One in five have been called out for breastfeeding in public places like restaurants or cinemas, and even reality TV star Ferne McCann has had her share of public judgement.
With World Breastfeeding Week upon us and the theme “Closing the Gap: Breastfeeding Support for All,” we caught up with Ferne, Pipetta’s breastfeeding ambassador, business entrepreneur and mum of two.
Ferne got real about her own breastfeeding experiences and shared how she’s helping other mums feel supported and inspired. She talked about why normalising breastfeeding matters, the impact of public shaming, and why sticking with breastfeeding is so rewarding.
Can you share a bit about your personal breastfeeding journey?
"I'm incredibly proud of my breastfeeding journey, though it hasn’t been easy and I've faced many struggles. I liken the early stages of breastfeeding to a hurdle race. There are numerous obstacles to overcome, such as sore, cracked nipples, latch issues, and the emotional and physical changes that come with new parenting.
Each baby feeds differently, which can be challenging. My experience with Finty (my second child) was very different from Sunday (my first child), and it made me question what was normal. But I want other mums to know that it's all part of the process!
There were many moments when I wanted to give up, whether due to the daunting prospect of breastfeeding in public, feeling isolated because my partner couldn’t get involved, or dealing with sleep deprivation. However, I’m so glad I persevered. Now, breastfeeding feels incredibly fulfilling, and I want to inspire others to see that it does get easier and is worth every challenge."
Earlier this year, you were part of the #BreastfeedingBeauties campaign. What inspired you to support this cause?
“Breastfeeding in public was quite nerve-wracking for me, especially at first. I vividly remember breastfeeding Finty in public for the first time and feeling overwhelmed. But as I became more comfortable, so did those around me.
Now, I don't even think twice about breastfeeding in public and I can even do it walking along. I believe mums need encouragement and support, and that’s why I was drawn to the #BreastfeedingBeauties campaign. It’s all about normalising breastfeeding in public and making mums feel confident. Using the Pippeta pump gave me flexibility and was a natural fit with my values of supporting and empowering mothers.”
How has your personal experience with breastfeeding evolved over time?
"I always wanted to breastfeed Sunday and did so until she was six months old. It was a positive experience, but as a new, younger mum, I felt quite self-conscious and awkward, even around close family and friends.
Fast forward six years to breastfeeding Finty, and it’s been a whole different journey. I’m now a year into it and still going strong. I originally set a target of six months, just like I did with Sunday, but I’m finding it so fulfilling that I don’t have any plans to stop soon. It’s incredible how much my confidence and experience have grown over time."
Which tools or gadgets have been most helpful for you?
"I didn’t use a pump with Sunday because I exclusively breastfed her, which worked well for me as a single mum at the time. But now, with Finty, having a breast pump has been a game-changer. It allows me to include others like my partner, friends, and family in the feeding routine. The Pippeta breast pump has been fantastic for this.
Using the pump has helped me establish a solid routine with Finty. I set pumping reminders on my phone, so even if I'm busy or out, I can keep up with it. Recently, I dropped the lunchtime feed since Finty is now eating three meals a day. Instead of wasting that milk, I pump and store it. Having extra bags of expressed milk in the freezer really eases the pressure, especially when I need to be away and leave the baby with someone else."
What role do social media and platforms like Instagram play in supporting breastfeeding mothers?
"I find social media and forums incredibly helpful for instant support from other mums in similar situations. They offer safe, non-judgmental spaces to connect, share experiences, and provide emotional support.
Platforms like Instagram are great for accessing evidence-based advice from lactation consultants and advocacy groups. They help normalise breastfeeding and offer invaluable information. Plus, they provide a space to share positive stories, reduce stigma, and encourage more mums to breastfeed confidently.
Before you start breastfeeding, these platforms also let you do your research, from forums to parenting sites such as Mother&Baby, so you're well-prepared."
How important is it for brands like Pippeta to support breastfeeding mothers, and what makes their contribution unique?
"When I started breastfeeding Finty, I struggled with her latch—it just wasn’t right and kept slipping off. That’s why I think it’s fantastic that brands like Pippeta offer free lactation support from qualified experts with every pump. Watching latch videos repeatedly on my own didn’t help, so having real-life expert advice and access to the online breastfeeding community was invaluable.
I want mums to know that we're all on different journeys, and sharing our experiences can make a huge difference in supporting each other. One crucial piece of advice I received from a lactation consultant is that breastfeeding is a skill your baby needs to learn.
If you’re feeling frustrated or thinking about giving up, remember that your baby is just learning. It’s a team effort, and with time and patience, they will catch on. Don’t give up—support and persistence make all the difference."
What advice would you give to new mothers who are feeling apprehensive about breastfeeding?
“At first, breastfeeding feels challenging and far from natural, but it gets easier with time. It’s a new experience for both you and your baby, and while it requires dedication and overcoming hurdles, the benefits are worth it.
Breastfeeding is truly a team effort between you and your baby. Finty makes it look easy, but it’s important to remember that anything valuable takes work. Despite the hard work, breastfeeding offers incredible convenience—it’s always ready and eliminates the need for preparation.
One key tip I’ve learned is to stay hydrated. It sounds simple, but it’s easy to overlook your own needs while caring for a newborn. Also, a helpful trick is to use a hair bobble on your wrist to remember which side you’ve fed from.
My advice to new mothers is to be patient and give yourself time. It may be tough at first, but with perseverance, it becomes a rewarding experience.”
How do you take care of your mental health while juggling motherhood and your career?
“I use the @shoorah app daily for mental well-being, focusing on meditation and positive affirmations. Each day, I spend about seven to 12 minutes either meditating or listening to positive messages on various mental health topics. This routine, which I stick to every evening, includes sitting on my meditation cushion, reflecting on gratitude, and more recently, incorporating prayer and the practice of surrender.
I also prioritise exercise and healthy eating, as I believe these are crucial for keeping both the mind and body strong.”
How do you manage the mental load of being a working mum with two young children?
“Balancing the mental load of being a mum of two young children with work responsibilities is both challenging and rewarding. Each role requires resilience, patience, and self-care to manage the constant demands. Knowing that I’m setting a positive example for my girls makes every challenge worthwhile.
I still experience ‘mum guilt’ from time to time, but I’m committed to both my career and my family. I take pride in my job, which is purpose-driven and fulfilling, almost as much as being a parent. It often feels like an emotional tug-of-war! However, having a strong support network—whether that’s from a partner, family, friends, or colleagues—and maintaining a structured daily routine helps manage the mental workload.”
On a final note, at Mother&Baby, World Breastfeeding Week is a time to celebrate all mothers. It's important to remember that the goal is not to pit breastfeeding against other feeding methods. Whether you’re breastfeeding, bottle-feeding, or doing both, we recognise that each journey comes with its own challenges. For some, breastfeeding can be painful or even impossible, and the pressure to continue despite these difficulties can lead to guilt and stress.
No matter how you choose to feed your baby, your experience is valid and deserves recognition. By supporting each other, sharing our stories, and respecting all feeding choices, we can create a community where every mum feels empowered and valued. Remeber, every effort deserves to be celebrated and applauded.
Ferne is working with Pippeta to encourage solidarity and support, for breastfeeding mums so women feel empowered, and ‘Proud to Feed’ whenever and wherever they need to. Support Pippeta’s Mum Ribbon Movement and order your own ribbon for FREE (postage fees to apply) from here.
About the author
Anne Lora Scagliusi is a Senior Digital Writer at Mother & Baby. She is a Scotland-based journalist with over a decade of international writing experience, specialising in women’s health, maternal mental health, and wellness. Her work has been featured in Vanity Fair, Marie Claire, and Glamour and has appeared on several Vogue global editions. She is mum to a one-year-old bambino and lives between Italy and the UK.