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This article offers a sociological analysis of taboos surrounding breast milk and breastfeeding and how these are expressed within a breastfeeding friendly society such as Norway. Two taboos are identified: (1) Giving up breastfeeding 'too early' and (2) not giving up breastfeeding 'in time'. These taboos are explored through the lenses of Mary Douglas and her conceptualization of purity and danger. Attention is particularly drawn to the ways in which the very same substance, a bodily fluid, and a practice changes symbolic character – from pure to impure – when the child reaches a certain age. Both the substance and the practice become 'matter out of place' depending on context. The analysis is based on data stemming from ethnographic interviews with mothers; newspaper and magazine articles and photos; internet accounts and blog comments.