Media Relations

First Full-Service Breastfeeding Emporium Coming to the East Side of Manhattan

Susan Gerson
(646) 715-2676

First Full-Service Breastfeeding Emporium Coming to the East Side of Manhattan - Yummy Mummy™ to Open this Spring

New York, NY — March 16, 2009 — Responding to the growing demand for breastfeeding products, services and resources in Manhattan, Yummy Mummy will open its door to the public this spring at 1201 Lexington Avenue.

The store, the first of its kind on the east side of Manhattan, will be a one stop shop for expectant and new parents interested in breastfeeding, offering a full-line of nursing products and resources, as well as classes on lactation-related topics taught by Certified Lactation Consultants.

“For a city as big and densely populated as New York with 125,506 births in 2007, and 85% of New York City women initiating breastfeeding, it was amazing to me how few resources were offered for breastfeeding moms,” says store founder and president Amanda Cole. “I know from my own experience that breastfeeding can be challenging and stressful. I didn’t think that finding a store to assist in breastfeeding should be challenging and stressful too.”

Cole conceived of the idea for Yummy Mummy after the birth of her daughter.  Like other new moms, she saw a real need and demand for a nursing specialty store to help mothers hoping to facilitate or enhance their breastfeeding experience.

Yummy Mummy will offer every essential a nursing mother needs - from nursing bras, pads and pumps, to reference books and DVDs. And to provide a supportive community for breastfeeding moms, Yummy Mummy will host weekly breastfeeding classes for parents and expectant parents on topics like “Perfecting Your Baby’s Latch” and “Breastfeeding 101” as well as breastfeeding support groups for new parents to share and learn in a friendly supportive atmosphere. 

In addition to the store location, Yummy Mummy will be available online at

Due to increasing scientific research, the World Health Organization, American Academy of Pediatrics and Surgeon General of the United States recommend human milk as the natural food of choice for infants during the first year of life.  According to the Center for Disease, the benefits of breastfeeding for baby and mom are vast and include protection against gastrointestinal and respiratory problems for baby and quicker post-partum weight loss for mom. Furthermore, formula costs between $900 to $4,700 the first year, while additional food costs for the breastfeeding mother runs approximately $120 per year.

About Yummy Mummy

Yummy Mummy is the first and only breastfeeding specialty store on the east side of Manhattan. Yummy Mummy’s mission is to facilitate and enrich the breastfeeding experience by providing the information, personal attention, and products and services that mothers need to make breastfeeding enjoyable, rewarding and stress-free. Yummy Mummy will serve as a gathering place for soon-to-be and new moms seeking support, guidance and “sisterhood.”

About Amanda Cole, President and Store Owner of Yummy Mummy

Amanda Cole is the founder and president of Yummy Mummy, a breastfeeding specialty store and support center in NYC that is also available online at Amanda opened Yummy Mummy in 2009 after shopping for breastfeeding products for her daughter and thinking “there must be a better way.” She envisioned and then opened a one-stop-shop for all things breastfeeding that offers daily classes and support groups for expectant and new moms.

Prior to opening Yummy Mummy, Amanda worked in brand management at Novartis Consumer Health. She earned her MBA from New York University’s Stern School of Business in 2006 and her certificate as a Lactation Educator from the University of California, San Diego (UCSD). A native to the Upper East Side, Cole lives within blocks of her childhood home with her husband, 3-year-old daughter and 10-month-old son.