Menu

compiled by Susie Taylor

It may be just a test, but dairy producers and national fast-food chain Wendy’s hope a new promotion will be a hit with kids and parents nationwide.

The dairy checkoff program and the foodservice chain are jointly conducting a market test of single-serve milk as part of Wendy’s Kids’ Meals. The test, which runs through Oct. 24, features 8-ounce reduced fat white and lowfat chocolate milk packaged in innovative, resealable containers. Participating in the test will be 430 Wendy’s units in Columbus, Philadelphia, Miami, and Raleigh, N.C.

The test will be supported by television advertising and in-store point-of-purchase efforts aimed at building awareness of single-serve milk as a choice in the Kids’ Meal. In Ohio, the American Dairy Association & Dairy Council (ADADC) Mid East will support Dairy Management Inc. (DMI) , the national organization that manages the dairy checkoff program, in launching targeted public relations efforts with doctors, dietitians and other health professionals, as well as with parents, to promote the milk initiative.

For the dairy checkoff, the test is designed to help increase overall fluid milk demand in the foodservice industry by expanding the variety of milk flavors and the range of packaging available to children. "The dairy checkoff program is pleased to work with Wendy’s on this important marketing opportunity for America’s dairy producers," according to Paul Broering, an Ohio dairy farmer and chairman of ADADC Mid East.

Dairy farmers also recognize the long-term implications of this test.

"This test with Wendy’s is consistent with DMI’s long-term initiative to offer consumers milk products where, when and how they want it," said Scott Higgins, chief executive officer of ADADC Mid East. The long-term demand implications of the test are significant, he said, because research shows parents are looking for more wholesome beverage options for their children when their families dine away from home.

"Since day one, Wendy's has been known as a place for families," said Tom Mueller, Wendy's president and chief operating officer. "We don't take this loyalty lightly, and we're actively working to further enhance our menu with quality options that kids want and parents appreciate."

"We understand the importance of flavor and packaging with kids. The fact that Wendy's is making milk an appealing – and easy – option is good news for both parents and kids," according to Julian Toney, senior executive vice president of domestic marketing for DMI.

Toney also cited research supporting the move to offer milk in more convenient packaging. A recent year-long study involving more than 100,000 elementary and secondary school children found that kids consumed more milk when it was offered in plastic grab-and-go containers and in different flavors.

According to government recommendations, children ages 4 through 8 need 800 milligrams of calcium a day or the equivalent of three servings of milk, cheese or yogurt, while children ages 9 through 18 need 1,300 milligrams of calcium, or the equivalent of about four dairy servings.

Wendy's has offered reduced fat white milk in paper cartons for many years as a Kids' Meal option, but previously has not offered chocolate milk.