Industrialized food production appeared in 1856, pioneered by Borden in the US, Liebig in Germany, Nestlé in Switzerland, and Mellin in the UK. Their products differed remarkably and deviated from human and cow’s milk while physicians discussed the importance of minute variations in protein, fat, or carbohydrates. Proprietary formulas were free of bacteria, and the companies prospered from mass production, international marketing, and aggressive advertising. From 1932 onwards, medical societies restricted advertising to the laity. In 1939, Williams in Singapore and in 1970, Jelliffe in Jamaica suspected that commercial formula may increase infant mortality in the Third World. Breastfeeding continued to decline during the early 20th century, falling below 10% in 1970 in the US. The Swiss ‘Third World Group’ and the US ‘Infant Formula Action Coalition’ linked infant mortality and industry marketing in the Third World. The controversy of 1970–1984 led to the World Health Organization Code, which regulated the advertising and marketing of baby food. This was one of several public health statements contributing to the resurgence of breastfeeding.