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Discussion/Q&A: 

“Sharing Successes with the School Meal 

Guidelines and Flavored Milk” 

Tuesday, May 8, 2012 

2:00pm – 3:00pm EDT 



Questions & Answers 

• Type your questions 

into the “Question” 

box at any time during 

the call 

• Questions will be 

addressed by the 

panelists during the 

call 



Today’s Panel 

Jessica Shelly, RS, REHS, MBA 

Director of Food Services, 

Cincinnati Public Schools 

Cincinnati, OH 

Jon Dickl, MBA, SNS 

Executive Director 

School Nutrition, 

Knox County Schools 

Knox County, TN 




Julie Buric 

Vice President, Marketing 

Milk Processor Education 

Program (MilkPEP) 

Washington, DC 

Lori Fromm, MS, RD 

Vice President 

Weber Shandwick 

Chicago, Illinois 



The Situation: New Guidelines, New Menus

The Situation: Milk is on the Menu 

Fat-Free White Milk 

Low-fat White Milk 

Fat-Free Chocolate Milk 

8 ounces at each meal 

No calorie or sugar restrictions 

Offer at least two choices 

Grades 

Lunch kcal 

K-5 550-650 

6-8 600-700 

9-12 750-850

Gallons (MM) 

The Situation: 

Nutrient-Rich Milk is on the Decline at School 

MilkPEP Annual School Milk Survey, 2010

Avg. Calories in 8 oz. of Flavored Milk 

Today’s Flavored 

Milk is Different 

166.1 

154.0 

142.8 

• The vast majority of flavored milk on 

the lunch line is now less than 150 

calories – and all will be fat free. 

• On average, flavored milk has just 31 

calories more than white milk. 

AVERAGE CALORIES PER 8 OZ OF MILK IN SCHOOLS 

by School Year 

’06-’07 ‘07-’08 ‘08-’09 ’09-’10 ’10-’11 3 Yr Change 

White 110.8 107.8 106.2 105.8 104.3 -6.7 calories -6.9% 

Flavored 166.1 160.4 156.2 154.0 142.8 -23.3 calories -14.0% 

TOTAL 150.0 144.1 141.2 140.0 131.0 -19.1 calories -12.7% 

MilkPEP Annual School Milk Survey, 2010

Added Sugar Has Declined Significantly 

This school year, flavored milk will have 38% less added sugar than 5 years ago. 

Grams of Sugar per 8oz Serving 

12 

16.7 

4.0 

12 11.8 

2.8

Why Offer 

Flavored Milk? 

1 

KIDS DRINK MORE 

MILK when it’s 

flavored. 

Johnson RK, Frary C, Wang MQ. The nutritional 

consequences of flavored milk consumption by 

school-aged children and adolescents in the United 

States. J Am Diet Assoc. 

2002; 102(6):853-856. 

National Dairy Council and School Nutrition 

Association. The School Milk Pilot Test. Beverage 

Marketing Corporation for National Dairy Council and 

School Nutrition 

Association. 2002.

Why Offer Flavored Milk? 

2 

Flavored milk has 

the SAME NINE 

ESSENTIAL 

NUTRIENTS as 

white milk and is a 

healthful 

alternative to soft 

drinks. 

Frary CD, Johnson RK, Wang MQ. Children and 

adolescents’ choices of foods and beverages high in 

added sugars are associated with intakes of key 

nutrients and food 

groups. J Adolesc Health 2004;34(1):56-63. 

American Academy of Pediatrics, Committee on 

School Health. Soft drinks in schools. Pediatrics 2005; 

113152-154.


3 

Helps kids MEET MILK RECOMMENDATIONS, and provides 3 of 4 

nutrients of concern (calcium, vitamin D, potassium). 

Greer FR, Krebs NF and the Committee on Nutrition. Optimizing bone health and calcium intakes of 

infants, children and adolescents. Pediatrics 2006; 117:578-585. 

Murphy MM, Douglas JS, Johnson RK, Spence LA. Drinking flavored or plain milk is positively 

associated with nutrient intake and is not associated with adverse effects 

on weight status in U.S. children and adolescents. J Am Diet Assoc. 2008; 108:631-639.


4 

Children who drink 

flavored milk meet 

MORE OF THEIR 

NUTRIENT NEEDS; do 

not consume more 

added sugar or fat; and 

are NOT HEAVIER than 

non-milk drinkers. 

Murphy MM, Douglas JS, Johnson RK, Spence LA. Drinking flavored or plain milk is positively 

associated with nutrient intake and is not associated with adverse effects 

on weight status in U.S. children and adolescents. J Am Diet Assoc. 2008; 108:631-639. 

Johnson RK, et al. Dietary Sugars Intake and Cardiovascular Health. A Scientific Statement 

From the American Heart Association. Circulation. 2009; 120:1011-1020.

Why Offer Flavored 

Milk? 

5 

Lowfat chocolate milk 

is the MOST POPULAR 

MILK CHOICE in 

schools and kids drink 

less milk (and get 

fewer nutrients) if it’s 

taken away. 

ENVIRON International Corporation. School Milk: Fat 

Content Has Declined Dramatically since the Early 1990s. 

2008. 

Patterson J, Saidel M. The Removal of Flavored Milk in 

Schools Results in a Reduction in Total Milk Purchases in 

All Grades, K-12. J Am Diet Assoc. 2009; 109,(9): A97.


6 

Offering kids REALISTIC AND 

NUTRITIOUS CHOICES in 

school – including milk – not 

only can help kids learn food 

and nutrition lessons, but 

research suggests choice 

helps BOOST KIDS’ OVERALL 

INTAKE OF NUTRITIOUS 

FOODS.


7 

Moms SUPPORT 

flavored milk in 

schools. 

Do you support banning 

chocolate milk at your 

child’s school? 

Moms want kids to 

have a choice 

77% do not want choices 

taken away (in general) 

79% believe kids need 

healthy choices at school, 

including chocolate milk 

Moms like what 

chocolate milk offers 

Moms felt very positive 

about chocolate knowing that 

it contains the same nine 

essential nutrients as white 

milk, including calcium, 

potassium and vitamin D. 

86% agree that wellintended 

changes can backfire, 

and foods need to be practical 

so the foods are eaten 

Conducted by KRC Research. A total of 1,000 interviews were conducted with moms 

of kids in grades K-12. The interviews were conducted online using a national opt-in 

panel. The interview averaged 8-10 minutes in length and all interviews were 

conducted between March 9 and March 14, 2012.

Why Flavored Milk is Important 

for Student Nutrition Handout 

Chocolate Milk: Tasty Nutrition 

Brochure 

All the Nutrition, Now with Lower 

Sugar and Calories Fact Sheet 

“Rethink The Drink” 

Presentation 

Current School Meal 

Environment Presentation 

MilkPEP 

School Resources 

To order call 1-800-945-MILK or visit 

milkdelivers.org 

Milk Consumption Study Fact 

Sheet 

Rethink Your Drink Beverage 

Comparison Chart 

Essential for a Reason 

Fact Sheet 

PAGE 18


Jessica Shelly, RS, REHS, 

MBA 






School Nutrition, Knox 

County Schools 





• 33,500 students in 53 Schools 

• 73.5% free and reduced 

• 77% ethnic minority 

• 20% students with disabilities 

• 63 different languages spoken 

Serve only: 

• Fat free white & chocolate milk 

• Afterschool Snack Program in 39 schools 

• Summer Food Service Program at 108 sites 

• Fresh Fruit and Vegetables Program at 27 schools 

• Reimbursable Meal Vending Machines at 14 schools 

• District-wide Universal Breakfast since 2004 

• District-wide Provision 2 for Breakfast in 2012-2013 

School Year 

• Fresh Vegetable Salad Bars in every school, every day 

• Fresh Fruit choices in every school, every day

Knox County Schools 

• 58,500 in 88 schools 

• 54% Free and Reduced 

• 27% ethnic minority 

• 10.7% with disabilities 

• 27 different languages spoken 

• Lunch Prices: 

$2.25 elementary, 

$2.50 middle and high school 

• 23.3% Breakfast participation 

• 64% Lunch participation 

• Fresh Fruit choices in every school, 

every day 3 to 5 servings of fresh 

whole fruit, district-wide daily 

Milk Options Served: 

• Fat Free chocolate, 

vanilla, & strawberry 

• Skim white 

• Afterschool Snack Program 

• Summer Food Service Program 

• Fresh Fruit and Vegetables 

Program in 12 schools 

• District-wide Provision 2 for 

Breakfast in SY 2012-2013









call 




Jessica Shelly, RS, REHS, 

MBA 






School Nutrition, Knox 

County Schools 





Julie Buric 

Vice President, Marketing 

MilkPEP 

Washington, DC 

Lori Fromm, MS, RD 

Vice President 

Weber Shandwick 

Chicago, Illinois 











call 



Why Flavored Milk is Important 

for Student Nutrition Handout 

Chocolate Milk: Tasty Nutrition 

Brochure 

All the Nutrition, Now with Lower 

Sugar and Calories Fact Sheet 

“Rethink The Drink” 

Presentation 

Current School Meal 

Environment Presentation 

MilkPEP 

School Resources 

To order call 1-800-945-MILK or visit 

milkdelivers.org 

Milk Consumption Study Fact 

Sheet 

Rethink Your Drink Beverage 

Comparison Chart 

Essential for a Reason 

Fact Sheet

Thank You 

Recording available by Wednesday, May 9 and other resources 

available at: www.schoolnutrition.org/webinars 

Upcoming Webinar: 

Wednesday, May 23, 2012 in partnership with inTEAM Associates, “School 

Food Service Technology 101: Tangible Applications for Implementing HHFKA” 

2:00-3:15pm EDT 

www.schoolnutrition.org/webinars

PowerPoint slides used in the webinar - School Nutrition Association

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