A recent real-world evaluation with NHS teams in Gloucestershire has found an app developed in the West Country is a promising digital tool for providing breastfeeding support.
Despite evidence that breastfeeding benefits both babies and their mothers, the rates of breastfeeding in western countries like the UK have been low. Smartphone apps are increasingly being used to improve breastfeeding rates.
Developed by Cirencester-based Dr Chen Mao Davies, Anya is a pregnancy, parenting and breastfeeding support app that utilises artificial intelligence (AI). The app provides parents and parents-to-be with vital 24/7 support on their parenting and breastfeeding journey.
With the support and expertise of Health Innovation West of England, Anya has grown from an early-stage business idea to a widely deployed product. Chen was named ‘one of the top 40 female innovators in the UK’ by Innovate UK in 2021 and selected as an NHS Innovation Accelerator Fellow in 2023.
We worked with Gloucestershire Local Maternity and Neonatal System (LMNS) to pilot the use of the Anya app, offering the premium version for free to 500 women in two of the county’s more deprived districts, the Forest of Dean and Gloucester, where breastfeeding rates were the lowest in the county.
The evaluation was conducted over a 10-month period using a mixed-methods approach, drawing on data from hospital records, app user data and qualitative survey answers.
Key findings from the evaluation include:
- High acceptance and ease of introduction
Data from midwives showed that 92% of women accepted Anya when introduced to it, suggesting ready acceptance. Furthermore, four out of five staff members said it was “easy” or “very easy” to introduce the app. - Increased breastfeeding rates
The evaluation found the rates of babies receiving any breast milk were 7% higher in the most deprived areas of Gloucester. - Enhanced confidence
Mothers who used Anya reported feeling more confident and better supported in their breastfeeding journey. - Ease of use
Users expressed high satisfaction with the app’s features and information, appreciating its ease of use, on-demand nature and support with crucial aspects, such as latching and breast-feeding positions. - Complementing face-to-face support
Staff observed that Anya effectively complemented existing face-to-face services, especially outside of working hours, when 57% of women used the app. Most staff (10 out of 14) indicated they would be “somewhat likely” or “likely” to recommend to women they support.
Alex Leach, Deputy Director of Programmes, Health Innovation West of England, commented: “We’ve been excited to work with Anya and Gloucestershire LMNS on this project. We recognise the importance of supporting new families to initiate and maintain breastfeeding whenever possible. This project sought to ensure all parents, irrespective of income, had the chance to access the Anya app, which provided valuable 24/7 support and advice.
“We are grateful to the families who shared their experiences, and to the midwifery and health visiting teams and the company who all worked so hard to support this project. We will continue to work with Anya to explore opportunities to spread their innovation and better understand the benefits to parents, clinical teams and the wider healthcare system.”
Dawn Morrall, Assistant Director of Midwifery / Clinical Lead, Gloucestershire LMNS and Integrated Care Board (ICB), added: “We have really valued the support of Health Innovation West of England to evaluate the impact of using an app to support women to breastfeed and the readiness of staff working in the NHS to embrace new technologies to support the clinical work they do.”
Emilie House, Client Success Lead at Anya, said: “We are proud of our longstanding partnership with the Gloucestershire LMNS, which began with our first NHS pilot in 2021 and has continued to grow through shared ambition and close collaboration. This latest evaluation demonstrates not only the value of accessible, digital breastfeeding support, but also the strength of our partnership across the Gloucestershire system.
“We’re delighted to see how Anya has helped parents feel more confident and supported during such a crucial stage of their journey. It’s especially encouraging to see positive outcomes in areas of high deprivation, where support can have the greatest impact.
“Building on this success, Anya’s support in Gloucestershire has been expanded to cover the critical first 1,001 days. We look forward to deepening our relationship with the Gloucestershire ICB and continuing to support families across the region.”
The real-world evaluation concluded that Anya is an acceptable and promising digital tool for breastfeeding support. While further research is needed to assess long-term outcomes and cost-effectiveness, early findings support the integration of smartphone apps like Anya into broader perinatal care pathways.
As the NHS continues to embrace innovation to enhance maternity services, tools like Anya may help promote positive feeding experiences and increase the availability of support for breastfeeding particularly during the critical early postnatal period.
Download the evaluation report
- Read the full evaluation report
- Read the executive summary of the report
- Read the Plain English summary of the report
- Supplemental file 1 – Anya staff interview report
- Supplemental file 2 – Protocol for real-world evaluation of Anya
More information
If you have any questions, please get in touch with us at healthinnowest.evaluation@nhs.net. Find out more about the work of our Evaluation and Insights team here.
If you are a healthcare innovator and would like to find out more about the range of support we offer, please visit our Innovation Exchange.
Posted on June 12, 2025
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