Generic promotion of milk in Scotland has been secured for another three years thanks to a cash injection worth 1.02m (
The award by the EU comes on the back of a recent upturn in milk consumption among Scots, after a pilot ad campaign featuring celebrities wearing a “milk moustache”.
Recent figures show a 5% rise in skimmed and semi-skimmed milk consumption in Scotland, after years of decline.
The latest stars to sport a milk moustache are popular children’s TV presenters Dick and Dom.
Over the next three years, match funding will also be provided by the five dairies involved in the campaign – Arla Foods, Graham’s Dairies, Mitchell’s Dairies, Robert Wiseman Dairies and Scottish Milk Dairies – and the Milk Development Council, taking the overall investment to 2.05m (
The five dairies and the MDC will also jointly fund a complementary campaign worth over 1.02m (