Responses may expand milk's appeal beyond young children. Several companies have introduced recyclable, single-serve milk bottles. While targeted initially at convenience stores, the packaging has applications for quick-service restaurants and kiosks. On the product-development front, flavored milk appears to be the next wave. Banking that adults and children alike are interested in it, several beverage companies are developing flavored-milk drinks.
Product innovation can only go so far in boosting milk sales.
Vendor support is lacking. That, too, may change. According to IFDA's Korolishin, the Fluid Milk Strategic Thinking Project is creating a task force to focus on the obstacles milk faces in foodservice outlets. Chief among them, apparently, is the absence of promotional efforts. Margins are better on other soft drinks, and the volume of milk is comparatively low.