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.
There's an inherent unwillingness to promote milk among restaurateurs, but with some of the changes occurring in the milk industry, that might be overcome.