Background

• Second largest school district in a major western city with 74,000 students (13 high schools, 20 middle schools, 88 elementary schools and 13 charter schools). All schools serve lunch and breakfast--82% of elementary and middle school lunches and 41% of high school lunches are free or reduced price.

Success:

• Adding bottled flavored milk to the meal line increases total milk consumption and meal participation levels.

Key Activities:

• 10 oz bottled milk was added to the meal line at all middle and high schools. Milk vending machines were installed at 7 middle and high schools.

Why Implemented:

• The SFD wanted to improve student nutrition and increase meal participation rates and strongly believed changing the milk packaging on the meal line would accomplish these goals.

When Implemented:

• Milk bottles on the meal line were piloted in 13 schools in November 2003, then quickly distributed to all high schools and middle schools in December 2003. Vending began in February 2004.

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Program Details

• 10 oz bottles- White 1%, Chocolate 1%, Strawberry 1%, Orange 1% (with the local NFL team logo for the football season only).
• 8 oz cartons- White 1%, Chocolate 1%, Strawberry 1%, Orange 1% (does not contain the NFL logo, available for the football season only).

Packaging and Placement

• Meal Line
• A La Carte
• Vending

Promotion

• got milk? posters supplied from the Western Dairy Council
• Announcements were made at the start of classes about the new milk bottle changes.
• glass-front coolers with cow graphics

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Results

• The 10oz plastic container increased High School milk sales over 20% on average in the two-month test period
• Vending sales are 400-425 units per month per machine
• Middle school unit sales increased approximately 10% in the same period.
• The program has been rolling out since 2001 and is now in year four
• Program now includes new 8oz cartons in elementary schools, and new 10oz flavors rotated in throughout the high schools.
• Milk Sales increases were driven in large part by the sale of Strawberry milk.
• Increased milk sales allow schools to report they are contributing to the battle against obesity and promoting good nutrition, a key objective for the U.S. education system.
• Students say the plastic, resealable bottles are "cooler" than cartons. Some students re-use the bottles for water because they like the size and convenience.
• SFD believes the huge strawberry milk sales increases are partly due to the pink color being visible through the plastic bottle.

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Positives and Challenges

• Changing from cartons to 10 oz bottles has increased total milk consumption in high schools and middle schools.
• Meal participation among high school students has increased, a key goal of the SFD.
• Plastic bottle successes have encouraged schools to consider adding more milk vending.
• Schools are able to report to the Board and parents that they are improving total student nutrition through the milk changes made.
• Milk bottle storage has not been a problem as milk is delivered 3-5 times per week.

Challenges

• The cost to the school is higher, so other school budgets needed to be cut, but SFD felt it was worth it to improve nutrition.
• New coolers had to be purchased and electricity needed upgrading.
• Foodservice managers spend more time filling coolers as 10 oz bottles need to be stacked individually, unlike the 8 oz carton crates.
• Vending opportunities are limited if schools are very old since new transformers may be required and if schools have exclusive soda contracts.
• SFD would like bottled milk in elementary schools, but the 10 oz milk is too much for the elementary students and the processor cannot yet make 8 oz bottles.

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