"The End of Got Milk?"

"The End of Got Milk?"
The New Yorker | February 2014

But there has been a problem: Got Milk? didn’t actually get people to buy more milk. The daily consumption of fluid milk—as opposed to milk-based products like cheese, yogurt, and butter—has steadily declined from 0.96 cups per person in 1970 to 0.59 cups in 2011. There are lots of reasons for this. People have more drink options than ever: sodas, juices, waters, non-dairy milks, energy drinks. Milk prices have risen. Sales of cold cereal, which people often eat with milk, have fallen as people turn to quicker options like breakfast bars and Greek yogurt. Even the rebounding economy has played a part in recent years.
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