BabyYumYum began as the idea of an overwhelmed new mommy, was born as a blog to empower and support other mommies, and has since developed into a multi-dimensional platform for all parents. It is the fastest-growing parenting portal in South Africa and has become the preferred interactive sharing and networking community of parents hungry for credible factual and product information, trustworthy expert advice and useful resources to assist them with their lifestyle choices and purchasing decisions. All content related to infant feeding is based on personal experience and personal brand preference of the content author/s and followers. BabyYumYum reserves the right to its opinions and fully supports the notion of promotion that breast is best in line with the World Health Organisation (WHO) infant feeding guidelines http://www.who.int/topics/infant_nutrition/en/.