"Latch on NYC" launching in September

CINCINNATI - First a soda ban, now, New York City Mayor Michael Bloomberg is going after baby formula.

"Latch on NYC" is a new, voluntary program that will urge hospitals to encourage breast feeding and keep tabs on baby formula.

Starting in September the city's Health Department will monitor the number of bottles given to new moms and will require a medical reason for each. 

The New York Post reports that new mothers will not be denied formula but if they request it they'll receive a talk from a member of the hospital staff on the benefits of breast feeding.

“Human breast milk is best for babies and mothers,” a commissioner said in a press release. “When babies receive supplementary formula in the hospital or mothers receive promotional baby formula on hospital discharge it can impede the establishment of an adequate milk supply and can undermine women’s confidence in breastfeeding. With this initiative the New York City health community is joining together to support mothers who choose to breastfeed.”

Twenty seven of the city's 40 hospitals have agreed to stop dispersing the infant formula good bags.

For more on "Latch on NYC," read the Press Release.