Breastfeeding can fill a day in ways that rarely show up in the public picture of early motherhood. Time disappears into nursing, pumping, washing bottles and pump parts, storing milk, soothing a baby and preparing to do it all again just a few hours later.
Recognizing both the emotional and practical realities of feeding, Momcozy has launched Breathe & Breastfeed, a campaign built around one simple promise: Support for every latch, letdown and little win.
Launching during National Breastfeeding Month and World Breastfeeding Week, the initiative combines expert guidance, educational resources, thoughtfully designed breastfeeding essentials, innovative products and community support to help mothers feel more confident throughout their breastfeeding journey.
Rather than treating breastfeeding support as a one-time conversation, Momcozy is building an ecosystem that supports mothers long after August ends.
Why Breastfeeding Support Matters
The campaign is grounded in new research commissioned by Momcozy and conducted by Talker Research among 2,000 U.S. mothers who are currently breastfeeding or have breastfed within the past five years.
The findings reveal that mothers spend more than 23 hours each week breastfeeding, adding up to nearly 100 hours every month, or the equivalent of 91 full days each year.
The survey also found that 40% of mothers identified breastfeeding as one of the most challenging parts of becoming a new parent, while more than half of mothers who stopped breastfeeding earlier than planned said they felt disappointed they couldn’t continue as long as they had hoped.
Low milk supply, exhaustion, latching difficulties and emotional wellbeing emerged as some of the most common barriers throughout the breastfeeding journey.
“Breastfeeding is a learning experience for both mom and baby,” says Melissa Kotlen, RN, IBCLC and Clinical Manager at Momcozy. “It requires an incredible investment of time, energy and emotional resilience, and many mothers are surprised by just how demanding it can be. Too often, they feel like they’re falling short when they’re actually experiencing challenges that are incredibly common.”
“Support can make all the difference. Whether it’s guidance from a lactation consultant, practical education or thoughtfully designed products that help make pumping and feeding a little easier, every mother deserves to feel informed, confident and supported throughout her breastfeeding journey.”
A Campaign Built Around 600 Hours of Support
Inspired by those findings, Momcozy created its 600 Hours of Support initiative — a year-long commitment reflecting the hundreds of hours mothers devote to feeding during their baby’s first year.
The campaign begins with The Lactation Line, a free 24/7 breastfeeding support service available August 1–14 during World Breastfeeding Week and National Breastfeeding Month. Mothers can connect directly with International Board Certified Lactation Consultants (IBCLCs) by phone, live chat or email, providing more than 300 hours of complimentary expert guidance during the campaign’s first two weeks.
Throughout the remainder of the year, Momcozy will continue expanding the initiative through expert-led webinars, educational resources, strategic partnerships and one-on-one lactation consultation sessions during Babylist Registry Weekend, reinforcing the idea that breastfeeding support shouldn’t end when awareness month does.
One Campaign, Many Ways to Support Mothers
At the center of the campaign is the Momcozy Breastfeeding Support Hub, a destination where mothers can access educational resources, expert advice, product recommendations and community support throughout every stage of feeding.
Whether parents are preparing for their first latch, navigating pumping schedules after returning to work or beginning the weaning process, the Support Hub was created to bring trusted information together in one place.
Momcozy believes meaningful support extends beyond education. It also includes creating breastfeeding products that simplify everyday routines and reduce some of the mental load mothers carry.
That philosophy — known as CozyTech — combines thoughtful design, practical technology, expert input, rigorous testing and insights from real mothers to develop products rooted in the realities of modern parenting.
Innovation Designed Around Real Motherhood
One example is the Momcozy Wellness 1 Warm-Massage Wearable Breast Pump, created to help make pumping more comfortable and flexible throughout the day.
The Wellness 1 wearable breast pump fits discreetly inside a bra, allowing mothers to pump while continuing daily activities at home, at work or on the go. Three adjustable warming settings are designed to promote comfort, while gentle massage modes encourage a more natural milk flow. Through the Momcozy app, mothers can personalize pumping sessions, adjust settings remotely and create an experience tailored to their individual needs.
For many pumping moms, those features help transform pumping from another daily task into a more comfortable part of their routine.
Feeding doesn’t stop once the baby finishes eating — and neither does the cleanup.
The Momcozy DeepClean Baby Bottle Washer (D8) was developed to simplify one of the most repetitive parts of feeding by washing, sterilizing and drying bottles, pump parts and accessories in a single appliance. Featuring Pump360™ for professional cleaning of pump parts (including all the series of Momcozy breast pumps) and TargetWash™ technologies for precisely cleaning nipples and tubes, the system is designed to thoroughly clean hard-to-reach feeding equipment while 72-hour sterile storage keeps bottles ready for high-frequency nightfeeding & busy morning feeding.
Together, the W1 and D8 represent Momcozy’s belief that thoughtful innovation should help mothers spend less time managing feeding logistics and more time focusing on what matters most.
Supporting Mothers Beyond Breastfeeding Awareness Month
For Momcozy, Breathe & Breastfeed is more than a campaign — it’s an ongoing commitment to making breastfeeding support more accessible, practical and personal.
From expert lactation support and educational resources to thoughtfully designed breastfeeding products, every part of the Breathe & Breastfeed campaign is built around one belief: mothers deserve support that meets them where they are in their breastfeeding journey.
Because every latch, every letdown and every little win deserves someone in your corner.
