Milk makes a comeback for World School Milk Day

School milk was given a major boost today when new research revealed that the overwhelming majority of children now consider milk to be a cool drink.

Over a number of years, children at school regarded other drinks as more fashionable.

However, this new research commissioned by The Dairy Council shows that milk is making a comeback at schools throughout the country.

In a survey of 1,000 children, around 75% of kids between the ages of six and ten years old and between 15 and 18 years old think it is cool to drink milk and are increasing turning to flavoured milk.

63% of 11-14 year olds share the same view and 45% of respondents say they drink at least a glass of milk each day.

The poll was commissioned to celebrate World School Milk Day, an event organised by the United Nations that is celebrated in over 30 countries around the world.

Launched in 2000, the day is used to promote the importance of drinking milk at school to children in a fun and educational way.

Dr. Judith Bryans, Director of The Dairy Council, said: It is very encouraging to see how many kids today are drinking and enjoying milk. The overall trends in milk consumption we see now are very positive. Milk plays such an important role in our childrens diets, so it is comforting to see that drinking it is not just something parents make them do, but something they actually enjoy.

Chocolate Milk narrowly surpassed plain as  the preferred flavour, with 33% to 31% respectively, with Strawberry coming third with 22%.  

In a separate poll of 1,007 12-20 year olds across the UK, more than 65% agreed that milk is a healthy drink after physical activity such as sport.

98% said milk was easily available at home, confirming that dairy products are consumed in almost every home in the country.

For more information please contact Ramsay Smith or Chessie da Parma at Media House International on 0207 710 0020.

The Dairy Council is a non-profit making organisation which provides science-based information on the role of dairy foods as part of a healthy balanced diet and lifestyle and a sustainable world.

Both  surveys – one done by OnePoll, one by George Street Research –  were undertaken online amongst a sample of panellists from  panels maintained by each organisation. These panellists have all been recruited on an opt-in basis, with parental consent for children under 16.