Nestlé has launched a baby formula milk version of its Nespresso capsule coffee machine, sparking fury from campaigners who say the multinational's newest product will undermine the advice of the World Health Organisation (WHO) that babies under six months should be exclusively breastfed.

The company hopes its BabyNes system, for now sold only in Switzerland and involving single-serve formula milk powder capsules, bottles and machines that prepare the drink "at precisely the right dosage and temperature, at the push of a button, in less than one minute", will replicate for parents what Nespresso (aided by George Clooney) has done for adult premium coffee drinkers.

The firm said it was producing state-of-the-art technology with the "utmost safety and convenience" and "hygienic, quick and easy bottle preparation".

Nestlé said it supported WHO recommendations on breastfeeding for the six-month period and "continued breastfeeding thereafter for as long as possible".

But it adds that it provides "high-quality" alternatives. The composition of its formulas for babies "meets the evolving nutritional needs in the first three years of life".

It added there would be 24-hour customer services through a website and hotline.

But Baby Milk Action, an organisation that has for years campaigned against Nestlé and other manufacturers of breastmilk substitutes, challenged the company to stop making promotional claims and provide more detail on its labels.

Patti Rundall, its policy director, said: "If there is powder in the capsule then it must be added to water at 70 degrees so how can this be done and cooled in one minute?"

The company said it would evaluate new markets for the product.