Protection of breast feeding by limiting the active promotion of the use of breast milk substitutes by formula companies is the central goal of the international code of marketing of breast milk substitutes.4 24 25 The sugar based coffee creamer, according to its label, is “not . . . a breast-milk substitute.” The logo on the label of the bear holding a cub in the breastfeeding position, however, conveys quite the opposite message, making this a somewhat different type of code violation.