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Back to the future
Milk was cool with teens in ‘55, gets an update for ‘05
ilwaukee
teenagers
obviously
enjoyed a
good milkshake
made with local
Golden Guernsey milk in
this 1945-55 era photo, used
in a USDA report of the day
on fluid milk marketing
efforts by co-ops. Golden
Guernsey, now part of the
Foremost Farms USA cooperative,
is still the preferred
milk brand for millions of
Americans. But teens of
today aren’t quite so keen to
indulge their dairy cravings by pairing
up with dueling straws over a chocolate
or vanilla shake.
So co-ops such as Foremost Farms
are offering them a wide variety of new
ways to enjoy milk snacks, such as new,
single-serve lowfat
chocolate milk drinks.
This marketing effort
dovetails nicely with
the desire of many
parents and schools
to encourage teens to
ease up on their sodapop
consumption and
to instead drink more
milk and real juice
products.
The co-op’s 1-percent fat, chocolate
drinks are
sweetened with
SPLENDA®, a non-nutritive sweetener.
They are being marketed under
the Morning Glory tm GG Golden
Guernsey Dairy®, and Grip It. Sip
It. tm brands.
"In today’s society, there is widespread
concern about obesity and
interest in weight loss, coupled with an
ongoing calcium crisis," says Joe Weis,
vice president of the Foremost Farms
Fluid Products Division. "Chocolate
milk is the No. 1 selling flavored milk,
so it makes sense to provide a lowfat,
no-sugar-added alternative to address
consumers’ needs."
The new product has 56 percent
less sugar, 52 percent fewer carbohydrates
and 47 percent fewer calories
than regular chocolate milk. It is available
in pint, quart and half-gallons.
Headquartered in Baraboo, Wis.,
Foremost Farms operates 20 manufacturing
facilities and one milk transfer
station for its 3,700 dairy farmermembers
in Wisconsin, Minnesota,
Iowa, Illinois, Indiana, Michigan and
Ohio. The cooperative employs 1,500
people.
