Industry Pushes Chocolate Milk In Schools

EMILY FREDRIX

MILWAUKEE (AP) — The creators of the "Got Milk?" campaign are getting ready to make a big push to keep chocolate milk on kids' minds and on school lunch menus, a plan that has some educators and obesity activists none too pleased.

The new ad campaign from the dairy industry, set to launch Monday, emphasizes that sugary flavorings are ways to get kids to drink milk. Without them, some youngsters won't drink regular milk and won't get its nutrients, the ads say.

The "Raise your hand for chocolate milk" campaign starts Monday with an ad in USA Today featuring chocolatey brown colors and the launch of a Web site that asks people to sign a petition declaring their support for chocolate milk in school.

But some educators and obesity experts say kids get enough calcium — essential for bone growth — and will drink white milk if it's the only milk offered. They say kids get too much sugar, which is heightening America's obesity problem, and schools shouldn't serve chocolate milk at all.

The idea behind the campaign is to draw a distinction between chocolate milk and the soda and candy that have come under attack in schools, said Vivien Godfrey, CEO of the Milk Processor Education Program, the industry marketing group that developed the campaign with the National Dairy Council. Godfrey said the effort will cost between $500,000 and $1 million.