Newsgroup: it.fan.marco-ditri
Titolo: e-Moo

Wednesday March 21 1:23 AM ET
New Milk-Based Drink Available Soon
By WILLIAM KATES, Associated Press Writer
ITHACA, N.Y. (AP) - A new carbonated, milk-based beverage soon for
sale will give children a healthy alternative to soda and may create
a new market for struggling dairy farmers, its developers said.
e-Moo should be available in supermarkets in the Northeast by June,
said Mary Ann Clark, vice president of marketing for Mac Farms of
Burlington, Mass., the drink's maker.
``We are giving parents and children an opportunity to buy a healthy
product.  Everyone knows milk is good for you. But it's not cool
to drink milk. We're going to make it cool,'' she said during a
special demonstration of the company's bottling system Tuesday at
Cornell.
e-Moo, developed with the help of food scientists at Cornell, is
fat-free, contains less than 1 percent of the recommended daily
allowance of cholesterol, about half the sodium usually found in
flavored milks and has 130 calories in an eight-ounce serving. It
is made with crystalline fructose, instead of refined sugar and
provides protein, calcium, and vitamins A, C and D.
``It is milk,'' said Clark. ``Even though it starts with milk and
ends with milk, we have to say it's a beverage because the U.S.
Department of Agriculture (news - web sites) has a strict definition
of milk. The addition of carbon dioxide means we have to call it
a beverage.''
e-Moo - a drink for children of an Internet age - initially will
be sold in three flavors: Orange Creamsicle, Bubble Gum and Chocolate
Raspberry, which will marketed as an alternative for adults. In
waiting, are Cookies and Cream and Fudge Brownie if e-Moo is
successful.
Mary Ann Clark and her husband, George, came up with the idea for
e-Moo several years ago after noticing the exploding popularity of
sports drinks and sodas - which are now widely sold in vending
machines in schools, where a carton of milk used to be a lunchtime
staple.
Although their background was in the pharmaceutical and bottling
industries, the Clarks, living in a dairy state, also were aware
of the financial problems facing farmers left to sell their milk
for cut-rate prices.
Joining the Clarks in their venture is St. Albans Cooperative
Creamery, a consortium of 540 dairy farmers from Vermont, New York
and New Hampshire.
``We were interested because they were a customer for our dry nonfat
milk powder,'' said Rob Hirss, St. Albans' operations manager.
``But we also were eager ... in a product for kids that might cut
into their soda consumption and make more milk drinkers,'' he said.
Of course, increased milk consumption means increased demand and
that translates into promising economic times for dairy farmers,
Hirss said.
Milk prices in some areas have fallen to their lowest prices in 20
years, reaching as low as $11.50 per hundred pounds for some dairy
farmers. Last week, Wisconsin officials reported that dairy farm
income had dropped $500 million in a year's period.
Hirss said at least 50 dairy farms in Vermont failed last year
because of low milk prices that do not cover production costs.
The Clarks decided to develop a healthy drink using milk so they
contacted Joseph Hotchkiss, a Cornell food scientist who has spent
the last five years experimenting with carbonation as a way to
extend the life of milk and orange juice.
``The carbonation does the same thing in soft drinks as in e-Moo.
It provides a carbonated sensation. Also, it extends the shelf life
of what you would expect from milk,'' said Hotchkiss. ``With
refrigeration, we believe that e-Moo can last six weeks.''
e-Moo starts with pasteurized milk then uses about one-third to
one-fifth less carbon dioxide than soda, depending on the flavor,
Clark said.
``We still wanted that burst of taste that comes with the bubbles,''
she said.
-- 
ciao, | (Ri)scoprire fidonet: | Chissa` cosa si prova a liberare
Marco | 
http://bbs.bofh.it
    | la fiducia nelle proprie tentazioni. (F.D.A.)

e-Moo - a drink for children of an Internet age
beh, tra qualche anno prova Niagara. 

 a new market for struggling dairy farmers, its developers said.
Nel '92, credo, si trovava normalmente nei supermercati statunitensi
il "carbonated cappuccino". Quando e` uscito dal commercio, ho sperato
che fossero rinsaviti, ma ci riprovano... sono *buon gustai* recidivi,
evidentemente :-))
-- 
Electra
*
Beauty fades, Dumb is forever
*

 of milk. 
bastardi, tarpano l'economia...
-- 
.   Simone Caldana - Myself@office    .
.     E-Mail: 
sim...@caldana.org
      .
. Homepage: 
http://simone.caldana.org
 .

 wrote:
e-Bull.
Leonardo
make: *** No rule to make target `love'.  Stop.