New parents and parents to be across Herefordshire and Worcestershire now have free access to a parenting and breastfeeding support app providing practical and emotional support as well as interactive technology to help their journey into parenthood.

Herefordshire and Worcestershire Local Maternity and Neonatal System (LMNS) has teamed up with Anya – a parenting and breastfeeding app which is available 24/7 to provide parents with evidence based information and expertise – following a successful pilot project which saw more than 600 people across the two counties already download the app.

Hayley Durnall, Director of Herefordshire and Worcestershire LMNS said: “We are delighted to be able to offer all parents to be and new parents up to 12 months after birth the opportunity to access Anya for free. The pilot roll out was really successful, with great feedback about how helpful and supportive it has been for those who have downloaded it.”

Anya uses pioneering 3D and Artificial Intelligence (AI) technology to support breastfeeding and the early parenthood journey and has been developed and designed to give parents support, knowledge, comfort and the community needed to parent and feed successfully.

Zoe Durall, Lead Midwife at the LMNS, added: “Specialists are available to listen and signpost to extra help, there are virtual communities to join and share questions, and a 3D animation tool called LatchAid which uses cutting edge interactive technology to help with feeding skills.

“The app complements the support our new parents already receive from their midwives and wider maternity teams throughout their pregnancy journey and beyond.”

For more information and to download the app visit www.anya.health/hereford-worcester/