WHY MILK, INCLUDING FLAVORED
MILK, IS IMPORTANT ON SCHOOL
MENUS
1
What are parents saying about flavored milk?
• 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.
FACTS ABOUT FLAVORED MILK
Chocolate Milk Has the Same 9
Essential Nutrients as White Milk
Source: USDA-NNDSR
4
Flavored milk provides 3 of 4 nutrients
of concern Americans need1
1.
2.
Dietary Guidelines for Americans, 2010
Dairy Research Institute 2010 NHANES 2003-06
5
A tasty way for kids to get nutrition
Children who drink flavored milk
have better quality diets
Milk drinkers (including flavored) have higher intakes
of calcium, vitamin A, phosphorus, magnesium and
potassium than non-drinkers
Flavored milk drinkers consume more milk
and 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 comparable
to 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.
7
Average flavored school milk has 32
fewer calories than five years ago
Avg. Calories in 8 oz. of Flavored Milk
• The average flavored milk serving in
schools this Fall will be 134 calories
166.1
• Flavored milk will be only 31 calories
more than the white milk in school
154.0
142.8
134.2
• 66% of Processors report newly
reformulated product will be offered
this Fall
'06-'07
'09-'10
'10-'11
'11-'12P
• 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
Flavored milk contributes just 3% of
added sugars to kids’ diets
Note: Chart represents average values
Source: NHANES (2003-2006), Ages 2-18 yrs
9
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
Portion of Flavored Milk
≤ 150 Calories
94.8%
68.2%
77.8%
38.2%
Average Calories in 8 oz.
Serving of Flavored Milk
'06-'07
'09-'10
166.1
154.0
'06-'07
2011-2012 Projected School Milk Product Profile, Prime Consulting Group
'09-'10
'10-'11
'11-'12P
142.8
134.2
'10-'11
'11-'12P
-31.9 Calories
(-19.2%)
School milk is lower in fat than milk
in the general market
0.4%
26.54%
37.8%
0.4%
4.1%
21.0%
Whole
2%
1%
.5%
Fat
Free
White milk
at retail
1.78%
White
AVG FAT
LEVEL
2010-2011 MilkPEP Annual School Survey, Prime Consulting Group
1.126%
Schools
0.79%
Flavored
0.64%
Added sugar has declined 38%
(in school chocolate milk)
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).
Grams of Sugar per 8oz Serving
'06-'07
12
16.7
'10-'11
12
11.8
'11-'12
10.4
12
White
Added
2011-2012 Projected School Milk Product Profile, Prime Consulting Group
Equivalent
Teaspoons
4.0
2.8
2.5