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    Archive for the ‘National Dairy Council’ Category

    Advertising the Artificial

    ellie_kriegerThe National Dairy Council’s latest “Got Milk?” advertising campaign (seen here at left) is the first in its 16-year history to feature a Registered Dietitian.  Golf clap.

    Forgive my lack of enthusiasm, but it’s the ad’s accompaying text that I have a serious problem with:

    When it comes to wellness, little things really make a difference.  Like drinking three glasses of lowfat or fat free milk a day.  It’s loaded with Vitamin D, the sunny super nutrient whose preventing health benefits have everyone buzzing.  Just think of it as liquid sunshine.”

    Bad grammar apart (starting a sentence with “like”?  Really?), I  take issue with the fact that the advertised nutrient is simply tacked on.

    Vitamin D is not inherently present in milk — or any dairy product, for that matter.  It just so happens that in the United States, as a result of fortification laws passed in the 1930s, a cup of milk currently provides 100 International Units of Vitamin D (that’s a quarter of a day’s worth of the considered-by-many-to-be-low requirement).

    This advertisement would make no sense in a country like England, where milk is not fortified with Vitamin D.

    Besides, almost every non-dairy milk product (almond, soy, oat, and rice) is also fortified with the vitamin.  So what makes dairy milk special in that regard?  Nothing.

    In fact, a serving of sugary cereal like Lucky Charms offers as much Vitamin D as a cup of milk.  Imagine how silly this advertisement would look if it featured a big box of Lucky Charms.

    Why can’t the National Dairy Council keep it honest and make it clear that milk is “loaded” with Vitamin D as a result of fortification?


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