People have reacted furiously to the news mothers are to be paid £200 to breastfeed their babies.
Vouchers for Matalan, John Lewis or Mothercare - as well as major supermarkets - will be dished out to new mothers if they feed their babies with breast milk under a new scheme.
It is hoped the campaign will make babies healthier, as Britain has one of the lowest rates of breastfeeding in the world.
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Mothers will be given shopping vouchers worth up to £120 if their babies receive breast milk until they are six week old, and a further £80 if their babies continue to be breastfed until they are six months.
If the "feasibility" project is successful, the authors will conduct a national research project into the scheme.
The senior research fellow at the University of Sheffield said breastfeeding had been "undervalued" by society and the voucher scheme was a way of recognising that.
Dr Clare Relton said breastfeeding is "stigmatised" in parts of the UK and insisted the scheme offers vouchers to mothers who breastfeed as a way of "acknowledging both the value of breastfeeding to babies, mothers and society, and the effort involved in breastfeeding."
But many reacted angrily to the campaign, taking to Twitter to voice their concerns: