Milk is back on the academic curriculum big time thanks to the School Milk Project, which claims that there are now 1.3M more children drinking milk each school day throughout England and Wales than there were last term.
‘The White Stuff’ was the outward face of a nation-wide promotional campaign that appeared to be on its udders following the withdrawal of funding from the major distributors. Now Dairy Crest has appropriated the ‘White Stuff’ slogan, repackaged the contents with the help of TetraBriks, and with school-kids already queuing up to drink an estimated 44.7M litres a year.
Point of distribution within participating schools is a purpose-designed milk bar. The aim is to have 1000 of these installed within the next two years, each dispensing on average 10 000 litres of ‘The White Stuff’ throughout the course of a school year.