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. 2014 Apr 16;9(4):e91022.
doi: 10.1371/journal.pone.0091022. eCollection 2014.

Chocolate milk consequences: a pilot study evaluating the consequences of banning chocolate milk in school cafeterias

Andrew S Hanks  1 , David R Just  1 , Brian Wansink  2
Affiliations

Chocolate milk consequences: a pilot study evaluating the consequences of banning chocolate milk in school cafeterias

Andrew S Hanks et al. PLoS One. .

Abstract

Objectives: Currently, 68.3% of the milk available in schools is flavored, with chocolate being the most popular (61.6% of all milk). If chocolate milk is removed from a school cafeteria, what will happen to overall milk selection and consumption?

Methods: In a before-after study in 11 Oregon elementary schools, flavored milk-which will be referred to as chocolate milk-was banned from the cafeteria. Milk sales, school enrollment, and data for daily participation in the National School Lunch Program (NSLP) were compared year to date.

Results: Total daily milk sales declined by 9.9% (p<0.01). Although white milk increased by 161.2 cartons per day (p<0.001), 29.4% of this milk was thrown away. Eliminating chocolate milk was also associated with 6.8% fewer students eating school lunches, and although other factors were also involved, this is consistent with the notion of psychological reactance.

Conclusions: Removing chocolate milk from school cafeterias may reduce calorie and sugar consumption, but it may also lead students to take less milk overall, drink less (waste more) of the white milk they do take, and no longer purchase school lunch. Food service managers need to carefully weigh the costs and benefits of eliminating chocolate milk and should consider alternative options that make white milk more convenient, attractive, and normal to choose.

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Conflict of interest statement

Competing Interests: The authors have the following interests: Brian Wansink & Andrew Hanks received funding during the analysis stage of “Happier Meals: New Children’s Meals Lead to Fewer Purchased Calories” from September 2012 through December 2012. Brian Wansink became a member of the McDonald’s Advisory Council in January 2012. Bantam Dell–royalties from the book, Mindless Eating. Blue Zones Keynote & Panel Project in Los Angeles: Gave paid lectures on food psychology research conducted over the past 20 years. PKF Consulting: Acted as paid consultant on a project that PKF conducted for the Department of Defense related to improving overall health of military bases. Unilever: Gave paid lectures on food psychology research conducted over the past 20 years. In regards to the Mindless Products and Mindless Method, Dr. Wansink is not affiliated with either. Both projects were private ventures based upon Dr. Wansink’s prior studies, but he is not connected to them and receives no royalties or payment. David R. Just has no competing interests to report. All external funding for studies were derived from USDA, or various state level departments of health. This does not alter the authors’ adherence to all the PLOS ONE policies on sharing data and materials.

Figures

Figure 1
Figure 1. Substituting Skim for Chocolate Milk in 2011 Led to a Decrease in Daily Milk Sales.
Figure 2
Figure 2. When Chocolate Milk Was Banned the Proportion of Students Taking Milk Declined.
Figure 3
Figure 3. When Only White Milk Was Offered, Students Wasted More Milk.
See this image and copyright information in PMC

References

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