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The formula industry exploded in the fifties when birthrate saw it after world war two. Western women, primed to trust formula by their doctors, embraced it as a more scientific and thus suprior way to feed their children. The impact this had was astonishing. Roughly 68% of mothers born between 19 11 and 19 15 breast fed their babies. Only 35 % of mothers born in the early 19 forties did the same.