Label of shame - How formula-feeding mothers in Israel perceive the warning labels on infant formula packaging

This study explores the experiences of formula-feeding mothers in Israel as they navigate their maternal identity within a hegemonic infant-feeding discourse that promotes exclusive breastfeeding. While extensive research has focused on the benefits of breastfeeding, limited qualitative attention has been given to the lived experiences of formula-feeding mothers. Drawing on Adrienne Rich's concept of institutionalized motherhood, this study positions the lack of formula-related support as a disciplinary mechanism targeting mothers who deviate from institutional norms. Based on in-depth semi-structured interviews of 31 educated, middle-class Jewish mothers who primarily or exclusively formula fed, we offer a theoretical contribution by illuminating how institutionalized motherhood constructs 'good mothering' through prescribed maternal foodwork (i.e., breastfeeding), thereby perpetuating the stigmatization of formula feeding. The formula warning label is examined as a manifestation of institutionalized motherhood that, according to participants' accounts, undermines the legitimacy of formula feeding and casts doubt on mothers' competence and reasoning for using it. Empirically, the study contributes to the limited qualitative literature on formula-feeding mothers' experiences. Positioned as marginalized, at times ideologically deviant autonomous agents, the women offer critical insights into the inequities of support systems, the persistence of social stigma, and the role of shame and judgment in shaping maternal identity through feeding practices. Four key findings emerged: (a) the label perpetuates the perception of formula as harmful; (b) it triggers feelings of inadequacy and self-doubt; (c) it erases the diversity of reasons behind formula use; and (d) it reinforces hierarchical feeding norms. This study contributes to matricentric feminism by exposing how rigid hierarchical feeding prescriptions shape maternal identity through shame and regulation. Findings point to the importance of developing a more supportive, inclusive discourse that acknowledges maternal agency and diverse infant-feeding experiences.