Tetra Pak: Making More of Milk
With healthy eating, obesity and sugar consumption dominating the public health agenda, Tetra Pak asked Brands2Life to help it champion healthy eating, with a focus on promoting school milk.
With declining milk consumption in the UK against a backdrop of ‘clean eating’ and non-dairy diets backed by lifestyle gurus and celebrities, Tetra Pak wanted to re-emphasize the nutritious benefits of milk for children’s healthy growth. At the same time, the UK’s impending exit from the European Union will halt access to the EU school milk subsidy, leaving the financing of UK school milk from 2020 onwards in the balance. Tetra Pak wanted to highlight to government the importance of guaranteeing free milk subsidies for primary school children in the long term.
We commissioned quantitative and qualitative research with teachers, parents and pupils to uncover the latest attitudes to school milk and developed the Making More of Milk report, endorsed by the National Farmers Union and the School and Nursery Milk Alliance. The report highlights the nutritional value of milk and the stumbling blocks preventing greater access to and consumption of milk at primary school. It makes a series of policy recommendations to government, and showcases the work of Tetra Pak’s customers.
Making More of Milk has been promoted to the media and key stakeholders in government, parliament, the civil service, and the health and education sectors. In its first month, the report received 10 pieces of coverage including dedicated pieces in the Mirror and The Grocer, as well as coverage in the education, dairy and farming press positioning Tetra Pak as a champion of healthy eating and drinking. Tetra Pak has been mentioned in Parliament during a debate attended by an Education Minister responsible for school milk who is considering one of the key recommendations from the paper. Making More of Milk has also secured extensive stakeholder engagement, including meetings with the Department for Education, Public Health England, and the British Nutritional Foundation.