Miranda Kerr’s Biostime infant formula promotion leaves sour taste

Miranda Kerr is the face of a new advertising campaign for a brand of infant formula — and it goes against her ‘organic mamma’ street cred, Susie O’Brien writes.

Miranda Kerr is promoting a Chinese-owned brand of infant formula. Picture: Nino Munoz

Model mother-of-two Miranda Kerr is selling Chinese-owned formula to Aussie toddlers.

You’ve probably seen her on TV promoting the benefits of scientifically-created Biostime milk.

But the whole idea of toddler formula a giant con.

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Toddler formula is a product that has been soundly discredited. Kids over the age of one don’t need it; they just need a normal balanced diet.

But that hasn’t stopped organic mamma Kerr from fronting a $10 million campaign that’s aimed at growing the Biostime brand here as well as boosting Chinese sales.

The owner of Biostime is Chinese giant Health & Happiness, which acquired Aussie brand Swisse back in 2015.

They say the product is “specially formulated with prebiotics and probiotics”.

But so is a cup of milk or a bowl of yoghurt.

They say its “additional nutrients to help support the nutritional needs of your growing toddler and their adventures”.

So does a normal balanced diet.

A baby boy drinks formula. Picture: HWT

This scientific mumbo-jumbo goes against everything Kerr is supposed to stand for.

Sure, this one has organically-sourced milk, but kids don’t need it.

Parents don’t need “the power of science and nature” to support them feed their kids well. They just need good basic food.

Companies aren’t able to advertise infant formula, so they put their giant advertising dollars into toddler formula instead, as a way of getting their brand out there.

The National Health and Medical Research Council Infant Feeding Guidelines state that toddler milks and formulas are not required for healthy children. From 12 months children should be eating family food such as meat, fish, wholegrain cereals and fruit and vegetables.

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These foods provide nutrients added into formula such as iron, omega-3 and prebiotics.

In fact, dietitians from the Dietitians Association of Australia, say toddler milks can actually discourage kids from eating adequate solid food.

Sorry, Miranda. This product’s a dud. It’s expensive and unnecessary, and does your status as Australia’s prettiest organic earth mother no favours.

Miranda has said some pretty silly things over the years — such as that her Kora Organics products are “filtered through rose quartz to give the vibration of self-love”.

But teaming up with Biostime is her dodgiest move yet.

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