BREASTFEEDING mums will be welcomed at dozens of venues across Southampton as part of a new initiative.

WestQuay Shopping Centre is among the 80 venues hoping to make breastfeeding mums and their babies feel comfortable whenever they choose to feed in public.

Breastfeeding Welcome is designed to make mums feel comfortable when feeding in public places, and venues will display stickers and feature other materials inside.

Southampton’s scheme was launched at an event at the Civic Centre after a poll revealed 63 per cent of breastfeeding women reported receiving unsupportive comments or behaviour while feeding in public.

It also showed that that seeing a woman breastfeeding did not bother 85 per cent.

The new support scheme is managed by the National Childbirth Trust (NCT), working in partnership with Southampton City Council, the Solent NHS Trust and University of Southampton Hospitals Midwifery Services.

In Southampton venues such as WestQuay, libraries, GP surgeries and hospitals have signed up.

Also backing the scheme are the Salvation Army Hall in North East Road, Hightown Cente, Acacia Road Community Centre, Thornhill Centre for Healthy Living, The Art House, Dancing Man Brewery and Wool House have all signed up.

Although the NHS recognises breastfeeding as the healthiest way to feed your baby, rates in Southampton are lower than the UK average.

Bernie White, from the Solent NHS Trust, said: “At six to eight weeks old, only 43.5 per cent Southampton babies are still being breastfed, compared with 47.2 per cent nationally.”

Rosie Wilson, NCT, added: “The scheme also shows other members of the community that breastfeeding is normal and welcomed in Southampton.

"This would make all women feel more relaxed about breastfeeding while out and about.”