The milk industry says
The Swedish study prompted media headlines such as "Milk may not be very good for bones or the body". Calling it a breaking point, milk producers decided to do something more to address declining milk consumption and anti-milk messages from vegan groups, non-dairy competitors and others. The new social media campaign highlights, for example, how much more protein a consumer can get from cow milk compared to almond milk. Milk producers of milk in a culture where soda consumption is high and many kids don't eat recommended amounts of fruits and vegetables
Less than perfect
"The idea that milk is 'a perfect food' has been discredited," said David Levitsky. a nutrition and psychology expert at Cornell University. But it remains a rich source of calcium and is still viewed as a valuable part of a well-balanced diet - especially for kids, Levitsky said, adding that the bone-building benefits of milk fall off for people during their 20s. "It's a good food," Levitsky said. "But you shouldn't look at it as a magic food.