Milk at the heart of school drinks sales

Milk is one of the few drinks to be recommended for sale in British schools when new regulations come into force next week.


Following talks between Dairy UK and the Department for Children, Schools and Families, ministers agreed to include a new flavoured milk category in the milk drinks already permitted.


Including a flavoured milk category will offer school children a greater choice of healthy, nutritious drinks, said Jim Begg, director general of Dairy UK.


“We’re certain that parents and teachers are happy to see developments which discourage unhealthy fizzy drinks and encourage healthy products.”


Coupled with this move, Dairy UK has welcomed the Food Standards Agency (FSA) decision to allow whole milk adverts to be shown during children’s TV programmes.


‘We’re pleased that common sense has prevailed’


Alongside the Dairy Council, Dairy UK provided comprehensive figures on the composition of whole milk and the FSA has now ruled in its favour.


“This is a sensible decision by the FSA, as at one point it looked as though whole milk would not be advertised to children while fizzy drinks could be.


“We’re pleased that common sense has prevailed, although we still have concerns about a system that stigmatises perfectly good foods such as cheese which are healthy and balanced as part of a balance diet.”  

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