This past April, New York–based ice creamery OddFellows teamed up with women’s health company Frida to launch a limited-edition “breast milk ice cream.” Though the pint didn’t contain human breast milk (it was flavored with colostrum, the nutrient-rich first milk produced after childbirth), the campaign instantly made headlines. Equal parts intriguing and controversial, the release was the latest in a string of breast milk–themed marketing stunts that are testing how far brands can push conversations about women’s bodies.
The trend arguably began with cookbook author Molly Baz, whose Times Square ad campaign was pulled for violating “acceptable content” guidelines. The billboard advertised her lactation cookies, a nutrient-dense oatmeal cookie. The ad showcased Baz holding two of the cookies up to her breasts, wearing an open shirt and a rhinestone bikini. The reason behind it being “unacceptable” is still unknown. Considering women are decked out in lingerie ads across Times Square, there’s been speculation that it was taken down because Baz showed her bare, pregnant belly in the ad. Thus, she leaned into the backlash by releasing a tongue-in-cheek April Fool’s product, a fake “Breast Milk Areoli and Mayo” for her condiment brand Ayoh! What might have seemed like a one-off moment has since snowballed into its own mini-genre.
