Milk benefits from health drive Milk is seen by parents as an important part of a healthy diet for children but the decline in milk consumption in this group shows just how vulnerable the dairy industry is to the Nutrient Profiling Model developed by the FSA (see p4). But the messages emerging are mixed, as the picture in schools is quite different, with the 52% increase in consumption fuelled no doubt by the banning of carbonated drinks. Milk is ideally placed to take advantage of the current attention being given to improving the nation's health. So the FSA's ruling will come as a welcome fillip. It is regarded as a prerequisite in children's diets. Within milk consumption generally, there are very different trends. Hot drink consumption is in decline and therefore affects milk. But healthy eating trends have boosted cereal consumption by about 30 million litres. Currently only the 0-5 age group consume the dairy industry's recommended three portions a day of dairy. Adults only hit 1.9 portions in an average day and promoting milk would be an ideal way to get them up to three. About half of all children who consume milk currently will stop by the time they reach adulthood. Author: Rory Partis

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