My LO is not a newborn anymore, but he sometimes has this problem too. I suspect it's nipple confusion. I do bottle feeding and breast feeding, and it could be that he sometimes is confused over whether it is a nipple and unlatches. For me, if I changed sides baby would sometimes be willing to latch on. Sometimes i chang to football hold and he is willing to latch again. But sometimes everything also fail. Have not found a solution yet.