To mark World School Milk Day, the Dairy Council has surveyed youngsters on their feelings about milk. The young people returned a favourable verdict; that milk is seen as a ‘cool’ drink by the majority.

28th September, celebrated in over 30 countries as World School Milk Day, has proved a boon for the Dairy Council as, it was revealed, 75 per cent of youngsters aged between six and ten and 15 to 18 gave milk the official seal of ‘cool’.

65 per cent of 11 to 14 year olds agreed and 45 per cent of the youngsters said they drank a glass of milk each day. The poll was commissioned to celebrate World School Milk Day, an event organised by the United Nations.

Dairy Council director Dr Judith Bryans welcomed the news, “It is very encouraging to see how many kids today are drinking and enjoying milk. The overall trends in milk consumption we see now are very positive. Milk plays such an important role in our children’s diets, so it is comforting to see that drinking it is not just something parents make them do, but something they actually enjoy.”

The current bout of increases for milk producers in the UK are representative of milk’s current retail performance, however, many farmers are still feeling the pinch as fuel and raw material prices continue their inexorable rise, squeezing margins. In a recent, separate poll of 1,007 12-20 year olds in the UK, over 65 per cent said they believed milk is a healthy drink for consumption after physical activity such as sport.