Tuesday August 17, 7:04 am Eastern Time

Company Press Release

How To Make the Grade in the Battle of the Beverages

Milk is a Must as Kids Head Back to Class

CHICAGO--(BW HealthWire)--Aug. 17, 1999--Back-to-school means kids are on their own when it comes to making decisions about what they put on their lunch trays and pour into their glasses. Unfortunately, kids today are too often opting for beverages that have little or no nutritional value.

Consumption of soft drinks has steadily increased during the last 15 years, with children ages 6 to 11 consuming almost 21 gallons a year in 1998 (1998 Share of Intake Panel Analysis, Dairy Management, Inc., Jan. 1999). Research also indicates that kids who drink more soft drinks consume less milk and more total calories than kids with lower soft drink intakes (Harnack, L., et al., Journal of American Dietetic Association. 99:436-441, 1999). One of the most alarming results of this trend has been a declining intake of calcium--which is easily obtained by consuming milk--during the crucial years for building strong, healthy bones.

In fact, the latest government studies indicate that many kids ages 6 to 11 fall short of meeting their daily calcium recommendations, including six out of 10 boys and seven out of 10 girls. For optimal bone growth, children ages 6 to 8 need 1,000 mg of calcium each day, or the equivalent of at least three 8-ounce glasses of milk. Children ages 9 to 11 need 1,300 mg of calcium or at least four 8-ounces glasses of milk daily.

``Instead of drinking milk during some of the prime bone-building years, kids are choosing less nutritious, calorie-loaded beverages like soft drinks and fruit-flavored drinks,'' said Marianne Neifert, MD (``Dr. Mom''), a pediatrician and a mother of five who always made sure milk was a part of her children's daily routine.

``Moms need to encourage their kids to use their `milk money' for just that--milk,'' added Dr. Mom. ``But, more importantly, they need to teach by example. A child who sees his mom regularly drinking milk is much more likely to choose milk while going through the lunch line at school.''

Dr. Mom's belief in moms as role models is grounded in personal experience and backed-up by scientific studies. Research confirms that when moms themselves drink more milk, their kids do, too (Milk Segmentation Study, 1997).

Milk makes the honor roll as one of kids' best beverage bets because, in addition to calcium for strong bones, it provides eight other essential nutrients needed for healthy growth and development.

``Milk is one of the best beverages available and moms need to make sure it's a part of their kids' daily routine,'' said Dr. Mom. ``Moms who teach their kids the importance of drinking milk can help to reduce their children's risk for brittle bones and osteoporosis later in life.''

Moms Make a Difference with Milk

Winning the battle of the beverages is a lesson that begins at home with mom. ``By making sure they have a glass of milk with their cereal in the morning and encouraging them to choose milk for lunch, moms are helping to boost their kids' calcium intake,'' said registered dietitian Tab Forgac with the National Dairy Council.

In addition, Forgac encourages moms to make milk a part of the whole family's ``curriculum'' in order to help build or maintain strong bones for everyone. She offers the following tips to help reach daily calcium needs:

-    Milk in the Morning. Start every day with cereal and milk or add
     milk to oatmeal.

-    Stock the Fridge. Fill the fridge with single-serve containers of
     chocolate milk for a convenient grab-and-go snack. It doesn't
     matter if it's chocolate or regular, the nutrient package is the
     same for all flavors of milk.

-    Chill Out. Keep one ice cube tray for making chocolate milk
     cubes. Pop a few cubes in a blender with milk for a quick and
     tasty shake.

-    Mix in Milk. Prepare canned or packaged soups with milk. Good
     choices are chowders, tomato and "cream-style" soups.

-    Front and Center. Have a pitcher of lowfat milk on the table
     during all family meals.

The `got milk?®' Milk Mustache marketing campaign is jointly funded by the nation's fluid milk processors and America's dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by calling 1-800-WHY-MILK or by visiting the milk Web site at http://www.whymilk.com.

`got milk?®' is licensed by Dairy Management Inc.(TM)(DMI). DMI and state, regional and international organizations manage the American Dairy Association®, the National Dairy Council® and the U.S. Dairy Export Council®.

The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors.