The Centre for Diet and Activity Research (CEDAR) [1] is an interdisciplinary Centre of Excellent in Public Health Research, a partnership between the University of Cambridge, the University of East Anglia and MRC Units in Cambridge. It studies influences and interventions on diet and physical-activity behaviours, and helps to shape public-health policy and practice [2]. Among its current research programmes is ‘Development and evaluation of interventions in infant feeding’ – working with mothers and healthcare professionals to develop a feeding programme that avoids excess weight gain in formula-milk fed babies. The results of the study will help to inform UK infant feeding guidelines and improve understanding of links between infant feeding, behaviour, appetite and growth [3].