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WHY MILK, INCLUDING FLAVORED MILK, IS IMPORTANT ON SCHOOL MENUS

• Analysis of online conversations shows the majority of moms actually oppose bans on chocolate milk.o The majority of moms oppose bans on chocolate milk. The vocal minority

(approximately 5% of parents) have a louder voice than the moderate majority.

• Reasons why parents oppose bans on chocolate milk include (based on analysis of online conversations):o Choice: Parents want children to learn to make choices and do not want

decisions made for them.o Misplaced Priorities: Parents want schools to focus on issues like quality of

education.o Reality: Parents appreciate that some kids won’t drink white milk, and

chocolate milk is a way to get their children to drink milk and consume the nine essential nutrients found in milk.

o Incomplete story: Parents realize that obesity is caused by many factors, including lack of exercise.

o Nostalgia: Parents remember drinking and liking chocolate milk themselves.

What are parents saying about flavored milk?

FACTS ABOUT FLAVORED MILK

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Chocolate Milk Has the Same 9 Essential Nutrients as White Milk

Source: USDA-NNDSR

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1. Dietary Guidelines for Americans, 20102. Dairy Research Institute 2010 NHANES 2003-06

Flavored milk provides 3 of 4 nutrients of concern Americans need1

A tasty way for kids to get nutrition

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Milk drinkers (including flavored) have higher intakesof calcium, vitamin A, phosphorus, magnesium and

potassium than non-drinkers

Flavored milk drinkers consume more milkand less soda and fruit drinks than kids who don’t drink

flavored milk

Children who drink flavored milk do not have higher intakes of added sugars or total fat than children

who do not consume flavored milk

BMI of white and flavored milk drinkers are comparableto or lower than kids who don’t drink milk

Johnson, et al. The nutritional consequences of flavored milk consumption by school-aged children and adolescents in the United States. J Am Diet Assoc. 2002;102(6): 853-856.MM Murphy, JS Douglass, RK Johnson, LA Spence. Drinking flavored or plain milk is positively associated with nutrient intake and is not associated with adverse effects on weight status in U.S. children and adolescents. J Am Diet 2008;108:631-639.

Children who drink flavored milk have better quality diets

'06-'07 '09-'10 '10-'11 '11-'12P

166.1154.0 142.8

Avg. Calories in 8 oz. of Flavored Milk

134.2

• The average flavored milk serving in schools this Fall will be 134 calories

• Flavored milk will be only 31 calories more than the white milk in school

• 66% of Processors report newly reformulated product will be offered this Fall

• The most common Chocolate offering will be fat free with 130 calories and only 10 added grams of sugar

AVERAGE CALORIES PER 8 OZ OF MILK IN SCHOOLS

’06-’07 ‘11-’12P

White 110.8 103.1 -7.7 calories -7%

Flavored 166.1 134.2 -31.9 calories -19%

TOTAL 150.0 124.6 -25.4 calories -17%

2011-2012 Projected School Milk Product Profile, Prime Consulting Group

Average flavored school milk has 32 fewer calories than five years ago

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Flavored milk contributes just 3% of added sugars to kids’ diets

Note: Chart represents average valuesSource: NHANES (2003-2006), Ages 2-18 yrs

The value of milk on the menu• A study showed eliminating flavored milk from elementary schools resulted in a dramatic

drop in milk consumption (35%). 1

• It can be difficult and expensive to replace the nutrients lost from decreased milk intake in school meals.

o Even if a lunch included orange juice fortified with calcium and vitamin D, a school

would still need to add ½ cup of diced cantaloupe, 3.5 ounces of apple with skin and ½ cup of cooked baked beans to a child’s meal just to make up the nutrients lost in one glass of milk. 

o And, those additional foods add 171 more calories to a child’s diet than simply drinking chocolate milk.

1 The Impact on Student Milk Consumption and Nutrient Intakes From Eliminating Flavored Milk in Schools, Milk Processor Education Program, 2010.

Dairy Industry Support

Reformulation efforts are supporting school’s requests for healthier products

Fat-free flavored milk options Lower added sugar levels Lower calorie levels

95% of Flavored milk in schools projected to be under 150 calories in 2011-12

'06-'07 '09-'10 '10-'11 '11-'12P

38.2%

68.2%77.8%

94.8%Portion of Flavored Milk ≤ 150 Calories

'06-'07 '09-'10 '10-'11 '11-'12P

Average Calories in 8 oz. Serving of Flavored Milk

-31.9 Calories(-19.2%)

166.1 154.0142.8 134.2

2011-2012 Projected School Milk Product Profile, Prime Consulting Group

School milk is lower in fat than milk in the general market

Whole

2%

1%

Fat Free

.5%

White milk at retail

1.78%

White FlavoredSchools1.126% 0.64%

0.79%AVG FAT LEVEL

0.4% 0.4%

26.54%

37.8%

21.0%4.1%

2010-2011 MilkPEP Annual School Survey, Prime Consulting Group

'11-'12

'10-'11

'06-'07

White Added

4.012

12 11.8

16.7

2.8

Grams of Sugar per 8oz Serving

EquivalentTeaspoons

12 10.42.5

The total sugar level in Chocolate milk has declined by 6 grams per serving over five years.

Added sugar has declined 38% (from 16.7g to 10.4g), while the sugar from cow’s milk (lactose) has not changed (~12g per serving).

Added sugar has declined 38% (in school chocolate milk)

2011-2012 Projected School Milk Product Profile, Prime Consulting Group