Breast is best. Shopping vouchers rewarding breastfeeding in UK

In the UK new mothers are to be offered up to £200 in shopping vouchers to encourage them to breastfeed their babies. 
The pilot scheme is targeting deprived areas in Derbyshire and South Yorkshire. To qualify for the full reward, the women will have to breastfeed until their babies are six months old. 
Critics say the money would be better spent helping those mothers who have difficulties feeding their newborns.