The school cafeteria experience has altered dramatically in recent years, with a 14 million meal difference between breakfast and lunch. This is owing to the abundance of beverage alternatives available, which has influenced milk intake. Milk accounts for just 3.5% of the 3,500 weekly beverage products sold each shop, whereas other drinks such as soda, juice, tea, and bottled water have lost market share over the previous three decades.
To remain relevant with children, the National Dairy Council has teamed with Chartwells K12, an organization that provides over 2 million meals each day in over 7,000 school districts. Chartwells seeks to help kids leave cafeterias happier and healthier by providing nutritious dishes, including dairy. The relationship is consistent with the checkoff approach, which aims to improve the school milk experience, modernize nutrition instruction, and increase student access to breakfast.
Last year, the first solid evidence that giving kids what they want was smoothies. According to Technomic, Gen Z prefers fruit smoothies above energy drinks, flavored water, juices, and soft drinks. A pilot test in 130 Chartwells schools across 15 states resulted in higher milk and yogurt consumption rates. Chartwells began offering its smoothie program to all of its districts at the start of the school year, and the response has been great.
Furthermore, study revealed a considerable interest in hot chocolate milk, a dairy-friendly category with a worldwide market value of $3.8 billion in 2022 and projected to expand to $5.77 billion by 2030. A new trial with 58 schools in which genuine chocolate milk with the same 13 vital nutrients as white milk is served hot with toppings like cinnamon and peppermint has received a positive response, with children loving it to the last drop.
The concept of selling specialized drinks with dairy appeals to today’s evolving customer, and it is an excellent method to attract more children to the category and cafeteria. The checkoff demonstrates the importance of staying current and aligning with trends that are important to children. This is due to creative ideas and excellent partners such as Chartwells.
