LatchAid, the Bristol firm using innovative technology to revolutionise breastfeeding, is launching its new app during World Breastfeeding Week. Excitingly, it’s the second Bristol Femtech business with big news in the last week!

Lack of breastfeeding is a global concern and the UK has the worst breastfeeding rate in the world. Breastfeeding reduces risks of diseases for mothers and babies, improves life expectancy, strengthens immune systems, and boosts IQ/EQ for babies. However, despite this, 90% of mothers stop before they want to because of pain, health issues and lack of support.

Dr Chen Mao Davies, an Oscar and BAFTA-winning expert in computer graphics and animation founded LatchAid. She had faced her own struggles with breastfeeding, pain and subsequent depression. So, she realised that mothers needed maternal support fit for the 21st century; a smart, on-hand, interactive way to learn vital and practical breastfeeding skills.

LatchAid Founder Dr Davies
LatchAid Founder Dr Davies

Dr. Davies, said: “We believe that every mother deserves the support and empowerment to give their child the best start in life. This is at the core of everything we do. I understand first-hand the challenges that mothers face, that is what motivated me to start LatchAid. I know we can help mothers overcome these struggles.”

The app will be launched on Apple App Store on Thursday 5th August during World Breastfeeding Week, which aims to raise public awareness and galvanise action on breastfeeding every year.

This year’s theme is the shared responsibility we all have to protect breastfeeding. And with UK mothers breastfeeding dropping from 81% at birth to 12% at four months, LatchAid knows its efforts are urgently needed.

LatchAid beta-tested with over 1,000 people in 20 countries across six continents.

The company has already beta-tested with over 1,000 people in 20 countries across six continents. Enabling Latchaid to co-develop the app with leading infant feeding, baby development and maternal health specialists. Mothers and professionals alike agree that it is reliable and accurate, that it can improve confidence and improve breastfeeding skills. LatchAid’s study showed that it helped over 70% of breastfeeding mothers increase their confidence and skills in just four weeks. So, over 80% of mothers and healthcare professionals, said they would recommend LatchAid to friends, family, and clients.

From August, LatchAid will be prescribed through a pilot  to mothers across 12 different NHS Trusts to support their infant-feeding teams.