Trends & possibilities school milk still a hit - Elopak

News aNd views from elopak´s world of packagiNg – 03.2011
Trends & possibilities
school milk still a hit

World School Milk day
Building foundations for future dairy markets
Since the launch of World School Milk Day in 2000 by the Food and Agriculture
Organization of the United Nations, over 70 countries have taken part in activities.
The UN’s Michael Griffin who was involved with the
launch of World School Milk Day told Elotalk that, “The
international open event was set up by the FAO to help
promote the idea that milk is good for kids, and it was
first launched via a school milk email network and has
sinc e grown by this means and via the internet.”
World School Milk Day always falls on the last Wednesday
in September, chosen because schools are open in
most countries at this time. It is an open event and
people are free to celebrate how they wish which has
included over the last ten years such as:
• Australia ran the ‘Milk It’ competition for primary
school kids to create a cartoon character to illustrate
why drinking milk is great
Trends & possibilities
Published by Elopak AS Group Headquarters.
Postbox 418 Skøyen, 0213 Oslo, Norway.
Tel: +47 31 27 10 00, Fax: +47 31 27 15 00
Editor: Jutta Pinnerød
Research: Stephanie Sergeant, Caroline Sephton
Layout, Prepress and Print: Kampen Grafisk as.
June 2011
• Kids in South Korea made a map of the world
entirely from milk cartoons
• The Danish School Milk Scheme invited all
650,000 school children to enter photo competition
for WSM
• In Pakistan, WSMD has been celebrated in a day
long carnival attended by 24,000 people
• In Singapore, kids drank milk together on WSMD to
raise $32,000 for charity
• In Croatia, kids designed posters about why they like
drinking milk
Content Page Page
World School Milk day 3
Success for Reid’s 4
Promoting better Child Health 6
School Milk goes Green in uk 8
School Milk: a point of view 10
Polish School Milk:
15 years and 15 dairies
Printed on 100% recycled paper
MILJØMERKET
241 Trykksak 625
14

Drawing attention to milk
The aim of WSMD is to have a particular day when
attention is focussed on school milk to promote the
distribution of milk in schools. “World School Milk Day is
an open day – people are free to celebrate how they
wish and they can be at a national or regional level, and
even just for individual schools or classes. Some
countries have started in a small way and have organised
larger events every year. Big or small, all have a common
goal: to draw attention to school milk and thereby
promote its consumption,” says Michael Griffin.
“The FAO has been pleased by the successful uptake of
the idea, the internet has provided the perfect vehicle to
share events and experiences from around the world,”
adds Michael Griffin.
“By creating demand, school milk programmes can
directly benefit dairy development. In Japan, for
example, a school milk programme helped increase its
annual milk consumption from 5litres/person at the start
of 60s to 80 litres today. Imagine if the same result was
achieved in China?”
Creating habits for future consumers
“School milk is not an easy market, but from the industry
as a whole it has to acknowledge that school children
are tomorrow’s consumers. One of the aims of WSMD
and also World Milk Day which is held in June is to help
develop the habit of milk consumption in children. If
children do not grow up drinking milk or eating dairy
products, they are not going to do so in later life when
they are consumers.” concludes FAO’s Michael Griffin.
With this in mind, and the facts that milk is considered a
necessary component of a child’s diet, school milk
represents an important vehicle for milk promotion.
So, what can you do to support the 12th World Milk
School Milk Day, Wednesday September 28, 2011?
Interested in joining the FAO school milk email list
or finding out more?
Then contact: School-Milk-Owner@fao.org
school milk still a hit 3 – 2011
3

Success for Reid’s
A fresh twist on School Milk
The Canadian dairy has almost doubled its shipments of school milk, with a little help
from Elopak. Age-group targeted packaging has allowed Reid’s Dairy to gain market
share from larger competition with volume more than doubling since its 2007 launch.
The success of the school milk has even led to increased sales of other Reid’s Dairy
products.
Jason Giuliani, Director of Sales at Elopak Canada Inc.
says, “Kids really appreciate the Mini Diamond Curve®
carton and it has been a huge success since the launch.
The 250ml size is targeted at children in elementary
schools and the 500ml size is aimed at teenagers in
high schools. The 500ml is an ‘on-the-go’ pack. We
found that children and teenagers do not consume all
the chocolate milk in a single occasion. They prefer to
‘travel’ with this package. For example, by consuming
some before their soccer and finishing their drink after
the game.”
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Trends & possibilities

Twist & Go appreciated by all markets
He continues, “The Mini Diamond Curve® has a
membrane-free closure which is easy to open – just twist
and go. We found that school teachers appreciated not
having to open a whole class worth of milk cartons. It’s
very popular in hospitals also – nurses do not have to
help patients open their cartons.”
Volume increased beyond expectations!
Launched back in May 2007 and packaged in 250ml
and 500ml Mini Diamond Curve® cartons, Reid’s range
of school milks comes in skimmed, 2%, 1% and chocolate
flavour. Volumes have grown significantly and have
allowed Reid’s to increase its market share.
Jason says, “In Canada many schools have banned
sodas which has presented opportunities for Reid’s
unique products, particularly in Ontario schools.”
kids clear about messages
Reid’s based its marketing campaign for the school milk
products on the results of market research with school
children. The children responded with a clear message
- they wanted to be seen as ‘real people’ and not just as
kids. Reid’s therefore incorporated designs onto the
cartons such as skateboarders and soccer players, to
relate directly to kids’ sporty, on-the-go lifestyles.
‘vibrant’ and ‘fresh’ say kids
In seminars, kids gave the Mini Diamond Curve® carton
top marks, declaring it ‘vibrant’, ‘fresh’ and ‘healthy,’ with
the cap and resealability getting a strong positive
response. In addition, the dairy itself has achieved real
brand-value through a strategic and creative use of the
curved panel.
Based in Belleville, Ontario, Canada, Reid’s
Dairy serves the Central and Eastern
Ontario area. This independent and familyrun
business was established back in the
1960s by Arthur Quickert - a dairyman,
who immigrated to Canada from war-torn
Germany.
For more information about the school milk project
contact Jason Giuliani at our office in Canada; jason.
giuliani@elopak.com and see our customers website;
www.reidsdairy.com
school milk still a hit 3 – 2011
5

Promoting better
Child Health
Across the globe, school milk is seen as a positive asset to a child’s daily diet. The United
Nations’ Food and Agriculture Organisation reinforces this. It reveals that more than 50%
of member countries have national nutritional guidelines specifying daily recommended
levels of milk consumption for children. (1).
In the UK, Dr Rosemary Leonard, BBC Breakfast’s
resident doctor and ‘Cool Milk’ Medical Advisor, says,
“Milk and dairy produce are the best ways of boosting
calcium intake. 90% of the adult skeleton is formed by
the age of 18. Even earlier in girls. If a child doesn’t
have enough dietary calcium then he or she will be at
risk of developing osteoporosis in later life. Most
common in women, it also affects one in 12 men. It’s
important that young boys get enough calcium.” (2).
She continues, “Alternatively, you need to eat an awful
lot of green vegetables to get a decent amount of
calcium. To get the same as one glass of semi-skimmed
milk you need to eat 11 standard servings of spinach or
four servings of broccoli – which is a challenge for an
adult, let alone a small child!” (2).
Increase Iodine intake
According to the World Health Organisation, iodine
deficiency is the most common cause of preventable
mental impairment worldwide, affecting a third of the
world’s population. It also causes thyroid problems. (3).
In school children it is linked to poor school performance,
reduced intellectual ability, and impaired work
capacity. Between 10 and 15 IQ points may be lost.
Many experts say the problem can be rectified by
children drinking more milk, which is a good source of
iodine. (3).
Dr Vanderpump who conducted a 2011 deficiency study
on behalf of the British Thyroid Association, says,
“Historically, half of our dietary iodine intake has come
from milk, “One cup of milk gives you about 50% of your
daily iodine needs. Tests on milk show that its composition
has not really changed but children may be drinking
less milk than before. That’s what we suspect. Cutbacks
in free school milk have not helped matters.” (4).
NZ reduction in adult colon cancer
According to a new study from New Zealand, consumption
of school milk is also associated with a reduction in
adult colon cancer. Scientists from the University of
Otago Medical School investigated whether participation
in the New Zealand milk-in-schools program had led to
decreased rates of colon cancer. (5).
From 1937 to 1967, the government-funded program
provided one half-pint (284 ml) of full-cream milk free each
day to school children in New Zealand. This study compared
562 cases and 571 controls from that period. (5).
Findings suggest that participation in school milk
programs was associated with 30% lower chance of
getting bowel cancer. Results were also more significant
for those who consumed more milk. (5).
Appealing to teenage girls
DairyCo (formerly the Milk Development Council) is a non
commercial, not-for-profit organisation currently supporting
school milk across Great Britain. Regular campaigns
target current issues, including one recently aimed at
teenage girls who have a tendency not to drink milk due to
the misconception that it has a high fat content. (6).
In reality, whole milk is only 3.9% fat, semi-skimmed milk
only 1.7% fat, and skimmed milk only 0.03% fat. Milk also
provides protein for growth and repair, Vitamin B12 for
red blood cells, iodine for growth, Vitamin B2 (Riboflavin)
for healthy skin and carbohydrate for energy. (7).
The campaign focused on specific benefits such as
helping hair to be shiny and included posters in fashion
stores and television advertisements during the airing of
the reality TV show, ‘Big Brother’. Other recent
campaigns have promoted the benefits of milk and
cereals together, as part of a balanced diet - encouraging
schools to run breakfast clubs. (8).
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Trends & possibilities

Sources:
(1). ‘The Importance of Milk in Schools’, Report by Michael Griffiths,
Food and Agriculture Organisation, United Nations, delivered at
‘Yes to Milk’, Pan-American Milk Consumer Campaign, 2010. See:
http://www.sialaleche.org/pdf/Michael_Griffin.pdf
(2). Cool Milk at School. ‘Ask Dr Rosemary…’ Advice on a variety of
health issues. See: http://www.coolmilk.com/cms/index.
php?q=node/116
(3). ‘Iodine Deficiency in Europe: A continuing Public Health Problem’,
Report by the World Health Authority (WHO). See: http://www.
who.int/nutrition/publications/iodine_defiency_pub/en/
(4). ‘Worrying levels of iodine deficiency in the UK’, by Michelle
Roberts Health reporter, BBC News, 12th April 2011. See: http://
www.bbc.co.uk/news/health-13034582
(5). ‘School Milk Consumption could reduce Adult Colon Cancer’. New
Zealand Study appeared in the American Journal of Epidemiology.
See: http://www.21food.com/news/detail32403.html
12th February 2011.
(6). ‘Dairy products and teenage health’, BBC News, 29th March 2010.
See: http://news.bbc.co.uk/1/hi/northern_ireland/8594015.stm
Also, ‘Important nutrients in childhood and adolescence’, DairyCo,
The Dairy Council. See: http://www.milk.co.uk/page.
aspx?intPageID=111 and http://www.milklink.com/newsdetail.
aspx?id=149
(7). ‘The Health Benefits of Semi-Skimmed Milk’. Report by DairyCo,
The Dairy Council. Originally published, 11th June 2009. See:
http://www.dairyco.net/library/school-milk/health/the-healthbenefits-of-semi-skimmed-milk.aspx
(8). ‘Start your own breakfast club’. DairyCo. Breakfast Club Download
Pack. See:
http://www.dairyco.org.uk/library/school-milk/breakfast-club.aspx
Find more information about school milk programs
on www.elopak.com
school milk still a hit 3 – 2011
7

School Milk
goes Green in uk
Fresh Pastures Dairy in Yorkshire, UK, is the first ‘Community Interest Company’ of
its kind in Europe. The Wakefield-based social enterprise dairy was founded in 2006
by Graham Morley and his wife Sharyn to provide milk to schools, but also to provide
job opportunities for the long-term unemployed and those with physical and mental
disabilities.
Fresh Pastures CIC takes an innovative approach.
Graham Morley, Managing Director and Co-Founder,
says, “The school milk scheme is such a valuable part of
school life and has been proven to improve concentration
in class. Through our products and our website
www.freshpasturescic.co.uk we educate young people
on healthy living, good dietary planning plus environmental
issues, social inclusion, and equal opportunity
disability awareness. We also accommodate school
visits and have a viewing platform where pupils can
come along to watch the carton filling process.”
Providing healthier futures
He continues, “We are not just providing a ‘carton of
milk’, we are providing healthier futures. A socially
responsible firm, we also believe in fun! We want to
engage our young audience in a way they can understand
and enjoy. That’s why we built our website.”
Initially, Fresh Pastures were managing just two contracts
for local authorities, supplying milk to 270 schools.
Today, Fresh Pastures CIC delivers 150,000 products
from around 200 different product lines to circa 3,100
establishments every day, using vehicles that meet the
8 3 – 2011
Trends & possibilities

Euro 5 European Union emissions standards. The
company is moving towards all its milk being supplied by
Yorkshire farms by the end of the year.
Elopak worked with Fresh Pastures to design its 200ml
Mini Pure-Pak® cartons. Clarabelle the cartoon cow
communicates health benefits such as, ‘Drink all your
milk so you have strong bones and teeth.’ Any profits go
into community projects or are put back into the
company.
Teaching schools to recycle
Graham Morley is a pioneer of carton recycling and
works with schools to raise children’s awareness. All
cartons feature educational messages about how to
recycle and why we should help the planet. A new
collection scheme is saving upwards of five tonnes of
waste per week.
“We have a holistic view of how we wish to develop.
Schools are happy with our strong cartons that are made
from high quality paper fibres with a Low Density Polyethylene
lining. We have a system in place that collects
cartons which then go into the ACE recycling scheme.
We make every effort to promote recycling of as much of
our packaging as possible. We are steadily rolling out
our collection service throughout the areas we deliver to,
with plans to expand in the future,” says Graham Morley.
Mark Eaves, Market Unit Manager UK & Ireland, Elopak
says, “The market for school milk cartons is rising each
year as the ability to widely recycle cartons has now
been established and Local Authorities can more easily
grant contracts to suppliers like Fresh Pastures who are
using the more environmentally friendly paper-based
packages. Made from renewable materials (mainly wood
from well managed forests), having a low carbon
footprint and being easy to recycle are all winning
features when it comes to comparing the paper-based
milk carton with other milk packaging systems. We are
very active in supporting the work of our customers. We
also work closely with Dairy Co – the non-profit
organisation supporting GB school milk. We will
continue to help our customers respond to this growing
market with innovative and creative solutions.”
For more information about the project contact Elopak
Market Unit Manager Mark Eaves at our office in
Manchester; mark.eaves@elopak.com, and visit the
website of our customer www.freshpasturescic.co.uk or
the school milk program; www.schoolmilk.co.uk
school milk still a hit 3 – 2011
9

School Milk: a point of view
People who know me, and have read my editorial columns in Dairy Innovation magazine
and, before that, in Milk Industry magazine, will know that I get rather passionate about
School Milk and School Milk schemes.
So why?
Well it certainly isn’t from my experience of having milk at
school when I was a youngster. I was one of those
children living in that era when milk was delivered to your
school early in the morning and left out in the playground
in full summer sunshine – so when it was time for your
morning break the milk was nice and warm, and very
much ‘off’. Some people will tell you the experience
turned them off milk for life.
One of the key reasons I support School Milk is that,
despite what the anti-milk lobby and the dairy detractors
claim, I believe milk is good for you – an important part
of a healthy balanced diet. It is especially good for
growing youngsters and teenagers. And it is not just the
calcium for strong teeth and sturdy bones. One of my
favourite advertisements was one from the Dairy Council
in England in the 1980s that featured a pint glass milk
bottle that was filled with coloured layers of tablets.
These were labelled to illustrate the phenomenal range
of vitamins, minerals and other ingredients that milk had
to offer. The headline read: It’s a wonder there’s any
room for the milk.
Written by Geoff Platt; Editor of Dairy Innovation magazine
It is an amazing range of good things, good things that
are so often ignored in the debate about fat and the
drive, in some quarters, to remove just about every gram
of fat from our diets.
There has been lots of research to show the value of this
daily drink in keeping children bright and alert, increasing
concentration and helping them to get through the
day.
School milk programmes and school milk subsidies can,
of course, be very political issues in some countries.
Schemes are not always easy to set up or administer and
it is always easy to find reasons why we should not do it.
Some dairies companies, I suspect, regard it as a bit of
an inconvenience – something that does not add a great
deal to ‘the bottom line’.
While that may be true in the short term, I believe School
Milk has the potential to bring a long term advantage.
Establishing the milk drinking habit in those early years
can help establish an important habit in childhood that
* As a keen supporter of School Milk and a
regular contributor to the business-based
social networking site LinkedIn I launched
the School Milk Network group on LinkedIn
last year. It is open to everyone who is
involved in school milk and school meal
schemes or supports the school milk idea –
dairy farmers, dairy processors, members
of dairy organisations, nutritionists, dairy
industry suppliers, people from government
departments and NGOs that work on
school milk projects.
If you are a member of the LinkedIn
community, then why not join the School
Milk Network?
10 3 – 2011
Trends & possibilities

will be taken into adulthood and will stay with that person
throughout their life and will have positive implications for
the future of the dairy industry.
In many countries, the development of school milk
programmes has been associated with the growth of the
national dairy industry.
A survey by the Food & Agriculture Office of the United
Nations showed that the importance of school milk
within a national liquid market varies from country to
country. In some countries it can account for as much as
25%. This figure seems to drop quite markedly in some
of what we describe as ‘developed’ countries.
In reporting School Milk activities, it is heart-warming to
see the efforts being taken by governments in ‘developing’
countries to expand and improve their School Milk
schemes – or introduce them for the first time. I can’t
help but ask why is it that the developing countries often
put the developed countries to shame?
A major part of reporting School Milk activities centres
around World School Milk Day – an initiative started by
the FAO a decade ago, when School Milk is celebrated
around the world on the last Wednesday in September
each year. It is great to see the variety of activities and
initiatives that take place and the way that so many
people are involved. And it is great when dairy industry
suppliers like Elopak support that initiative.
In my editorial column, when we launched Dairy
Innovation magazine in 2005, I said School Milk was a
subject the industry ignored at its peril.
I still believe that today.
Geoff Platt has been reporting and writing about
the dairy industry since the early 1980s.
In 1999 he joined the staff of the National
Dairymen’s Association as Editor of Milk
Industry. He held that post for the next six
years, during which time the trade organisation
merged with the Dairy Industry Federation to
become the Dairy Industry Association (DIAL)
and then changed again into the industry-wide
body, Dair y UK.
In 2005 Geoff joined Zenith International
Publishing, recently renamed FoodBev Media,
where he helped to launch Dairy Innovation.
Passionate about dairy, and a keen supporter of School Milk, Geoff is a regular speaker at Global
Dairy Congresses and other international dairy events. He is also active on LinkedIn – where he
launched the School Milk Network group - and on Twitter.
school milk still a hit 3 – 2011
11

Polish School Milk:
15 years and 15 dairies
1996 saw the very first Polish school milk appear in 250ml Pure-Pak® cartons. Elopak
was the first company to engage in the school milk program as a private company as
pilot projects were realised in co-operation with three dairies.
Initially two dairies, Spomlek and
Garwolin, began supplying a couple
of Warsaw schools without any
external financial support. Following
that, Ciechanów dairy also came on
board. Today, with a total of 15
dairies currently manufacturing
school dairy products across Poland,
it’s a sector that’s expanding at pace.
In 2000, the ‘Milk for Schools, Milk
for Health’ Foundation was established,
bringing together a network
of specialists from the nutritional
and technological fields, which
could support Elopak in its school
milk activities. Since EU support for
school projects was introduced in
2004, more and more dairy
co-operatives have decided to get
involved in the Polish state initiative
called ‘Glass of Milk’.
There are currently three main
products catering for Polish
schoolchildren. Fresh milk and ESL
milk are both generally available in
natural, chocolate or vanilla varieties
with 1.5% to 2% fat content.
Drinking yoghurt with a 1.8% fat
content and no artificial ingredients
is also available in a range of
flavours including strawberry,
banana and peach, dependent on
the manufacturer. The products are
all available in 250ml format with
straw, in both Standard Pure-Pak®
cartons and Mini Diamond Pure-
Pak® Curve cartons.
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Gable-top No.1 for fresh
The gable-top carton resonates
strongly with consumers of fresh
products in Poland. By using the
strapline, ‘Perfect Milk because it’s
fresh’, schoolchildren are reminded
that they are holding a quality
product in their hands. Because it is
fresh milk, it does have to be
delivered more frequently than UHT
milk, for example.
Much activity has been undertaken
to promote the ‘Perfect Milk at
School’ program. This has included
the preparation of leaflets, posters,
school calendars, a website,
articles and advertisements in the
school and educational press,
co-ordination with nutritional
specialists, medical professors and
taking part in teachers’ conferences
and other school events.
One of the key messages has been
that by being a part of this initiative,
schools are ensuring that their
pupils receive fresh milk (and
special dairy products such as 100%
natural yoghurts) – ultimately the
best choice for kids’ health.
Sales soar
Grzegorz Da˛browski Elopak Poland,
says, “In the very beginning, gaining
acceptance of the product was very
hard. The main problem was
collecting money for milk. Elopak
organised its first deliveries of
school milk in co-operation with
three dairies a long time before
Poland joined the EU. Yet, with the
introduction of state aid in 2007,
sales doubled overnight as white
milk became free of charge for
primary school pupils.”
Annual carton volumes for school dairy products in
Elopak cartons
2004 5.6 million
2005 14.1 million
2006 23.4 million
2007 53.1 million (state aid introduction)
2008 99.9 million
2009 93.3 million
2010 53 million (following a reduction in state aid)
school milk still a hit 3 – 2011
There are approximately 2,800
schools serviced by supply partners
and more than 700 to which dairies
deliver milk directly. In total, almost
600,000 pupils drink milk in
Pure-Pak® cartons.
The products are delivered to
schools on pallets between two and
five times per week. They are
distributed chilled with a shelf-life of
seven days for fresh milk and up to
21 days for ESL milk and yoghurts.
Today’s products are distributed to
schools within the ‘Perfect Milk at
School’ program which encourages
pupils to increase their intake of
natural protein, calcium and vitamins
by consuming fresh and natural
dairy products during their school
day.
The program is supported by the
State, by the EU and through the
Milk Promotion Found. Currently,
state aid enables natural white milk
to be made available free-of-charge
to primary school pupils for up to
three days each week. Flavoured
milk costs zł 0.22 PLN per piece
and drinking yoghurt costs zł 0.31
PLN.
13

In other educational establishments,
EU support means that pupils pay zł
0.49 PLN for white milk, zł 0.71 for
flavoured milk and zł 0.80 PLN for
drinking yoghurt.
In kindergartens and secondary
schools, thanks to EU support and
the Milk Promotion Found, pupils
have to pay zł 0.28 PLN for white
milk, zł 0.50 PLN for flavoured milk
and zł 0.59 PLN for a functional
drinking yoghurt called BiFi.
Hitting store shelves
BiFi functional drinking yoghurt has
been such a success in schools that
it has just been launched onto the
general retail market.
The first drinking yoghurt of its kind
in Poland, it is 100% natural,
contains 50% less sugar and has a
low-lactose content. BiFi yoghurt is
so-called because it contains
‘friendly’ Bifidobacterium bacteria,
capable of improving gut health.
Elopak Poland worked closely with
its customers to develop a product
that would be as natural and healthy
as possible for schools. The project
team decided upon low-lactose milk
and the recipe was introduced in
three flavours (peach, banana and
strawberry) to five dairies, including
Mlekpol, Mlecz Wolsztyn, Jana
Środa Wielkopolska, SM Gostyń
and ZPJ “MAGDA” Szaflary.
Marketing support activities have
included a BiFi website, product
education through internet quizzes
and a schools photography
competition.
As a result of its success, Poland’s
largest dairy, Mlekpol, launched BiFi
onto the retail market in August 2010
and is available mainly in Carrefour
and Real stores. It’s the only
functional drinking yoghurt for people
with lactose intolerance. To cater for
general consumption, an Elo-cap
closure was added to the carton.
The handy mini pack with the larger
cap is an ideal package for the kids
market, and has the added
advantage of already being familiar
to school children. Made mainly of
paper the package is also well
recognised as being ecological and
recyclable and can be used for
newspapers, grey paper, board and
furniture. With the lowest CO 2
emission of any package used for
milk and dairy products, these
environmental benefits resonate
strongly - particularly with products
for children.
If you would like more information about the product and the Polish market, please contact Grzegorz Da˛browski
at Elopak’s office in Poland; grzegorz.dabrowski@elopak.pl
For more information on school milk in Poland, please visit: http://www.mlekowszkole.pl/ or http://www.bifi.pl/
or http://arr.gov.pl/index.php?option=com_content&view=article&id=697&Itemid=535
14 3 – 2011
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school milk still a hit 3 – 2011
15

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