Junk Food News - HAPPY MEALS GOT MILK - Burgers, Pizza, Hot Dogs, Tacos, Fries, Candy, Fast Food

Four-year old Hayden Heisler enjoys milk with
his hamburger Happy Meal at McDonald's.

Milk Makes Happy
Meals Happier

McDonald's GOT MILK? Pilot Promotion
Reminds Kids to Drink Their Milk

Beginning this month when you order a Happy Meal at any of the 153 McDonald's restaurants in the greater Sacramento-area you'll be asked: "GOT MILK?" Under a new marketing alliance between the California Milk Processor Board (CMPB) -- creator of GOT MILK? -- and McDonald's restaurants, consumers in the Sacramento-area will be encouraged to have a carton of ice cold milk with their Happy Meals instead of the usual soft drink.

"Happy Meals just got a lot better," says Jeff Manning, CMPB executive director. "Kids will drink milk with their meals if their parents will order it."

The GOT MILK?/McDonald's test represents a groundbreaking move for the world's largest fast food giant. While milk has always been on the menu, this is the first time the GOT MILK? trademark will be leveraged both in McDonald's advertising and in the restaurants themselves.

A special logo incorporating the Golden Arches and GOT MILK? was created for the promotion. Radio advertising and outdoor billboards began in April. McDonald's employees will sport GOT MILK? buttons and the popular tagline will be featured on restaurant menu boards and trayliners. The promotion could roll out statewide, and possibly nationally, following a three-month test period.

The Happy Meal/GOT MILK? test is extremely important to both partners. The dairy industry must convince consumers to drink milk outside their homes or lose the beverage battle to sodas, sports drinks, bottled waters and coffee. McDonald's desires to raise the awareness of healthy beverage options available at their restaurants.

McDonald's continues to provide a list of ingredients and nutrition information for all popular menu items through brochures in their restaurants. The McDonald's and You brochures offer customers additional information about McDonald's menu items and their role in a well-balanced diet.

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. GOT MILK? is a registered trademark and has been licensed nationally since 1995. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com . The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.