Under Latch On NYC, new mothers who want formula won't be denied it, but hospitals will keep infant formula in out-of-the-way secure storerooms or in locked boxes like those used to dispense and track medications.

With each bottle a mother requests and receives, she'll also get a talking-to. Staffers will explain why she should offer the breast instead.

"It's the patient's choice," said Allison Walsh, of Beth Israel Medical Center. "But it's our job to educate them on the best option."