When Aimee Edwards' four-week-old son George needed a feed whilst they were shopping in a branch of Primark, the young mum thought nothing of discreetly attending to his needs. But as she did so, a store worker approached and demanded she either use a changing room or 'leave the store'.
Mrs Edwards, 24, was shopping with her husband Ben and their children Ruby, three, and Morgan, 20 months.
She told reporters: 'A woman shop assistant said if I wanted to breastfeed I had to go in the changing rooms or leave the store. She said it was offending other customers, but there were hardly any other shoppers near me. I thought she was joking at first as I have never had a problem in any other shop before. It's natural for a mum to feed her baby. Why should people feel offended?
'It's not as if they can see anything. I don't see why I should have to hide it. I was with my daughter and I want her to grow up thinking it is a natural part of life. I should not be made to feel ashamed. If that's their attitude then I don't know if I want to shop in a place like that. I have breast-fed all my children and I have never had this reaction. I don't even think about doing it now after having four children.'
Mrs Edwards, of Bridgend, South Wales, was visiting the Swansea branch of Primark when the incident occurred. She branded the worker's attitude towards her 'disgusting': 'I put my shopping down and left the store. I think it's disgusting that I was doing something natural and I was faced with an ultimatum. If people don't like it then don't look. As campaigns say "breast is best", and then you get this kind of reaction.'
A Primark spokesperson said the company had 'taken steps to ensure breastfeeding is better understood by all employees' and admitted that the employee in question had 'inadvertently caused offence to the customer who mistakenly perceived that she was not welcome to breastfeed in the store.'
What do you think about this story?
Are you surprised by the number of news reports like this?
That breastfeeding mums are so often asked to stop feeding in public?
Has it ever happened to you?