In the UK, breastfeeding rates in area of high social deprivation remain significantly lower than the national average. This increases health inequalities related to poverty. Research to date is largely focused on women who have difficulties sustaining breastfeeding in areas of high deprivation. However, many women in these areas never initiate breastfeeding and there is little research with women who choose not to breastfeed their infants. Social support is known to be one of the factors, which positively influences breastfeeding outcomes (Meeya et al. 2010). However, research has shown that women's infant feeding practice is also heavily influenced by their families (Moore et al. 2012). These influences may not always be in tune with current public health messages, such as those in support of breastfeeding. This paper reports on preliminary results of ongoing research in the wards of Walker and Byker in Newcastle upon Tyne, England which explores socio-cultural factors relating to infant feeding.