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This past April, New York\u2013based ice creamery OddFellows<\/a> teamed up with women\u2019s health company Frida<\/a> to launch a limited-edition \u201cbreast milk ice cream.\u201d Though the pint didn\u2019t 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\u2013themed marketing stunts that are testing how far brands can push conversations about women\u2019s bodies.<\/p>\n The trend arguably began with cookbook author Molly Baz<\/a>, whose Times Square ad campaign was pulled<\/a> for violating \u201cacceptable content\u201d guidelines. The billboard advertised her lactation cookies<\/a>, 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 \u201cunacceptable\u201d is still unknown. Considering women are decked out in lingerie ads across Times Square, there\u2019s 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\u2019s product, a fake \u201cBreast Milk Areoli and May<\/a>o\u201d for her condiment brand Ayoh! What might have seemed like a one-off moment has since snowballed into its own mini-genre.<\/p>\n