By employing scare tactics about the health consequences of a decreased calcium intake n childhood, the dairy industry and its supporters are promoting sweetened milk with out considering the potential adverse consequences with respect to overall food preferences. USDA figures show that sales of plain white milk (whole, reduced-fat, and skim) have been dropping since 1915. Between 1977 and 2001, caloric intake from sweetened beverages increased 13 at the same time decreased 38% for milk hat Not surpris- ngly, the flavored milk industry has grown from about $750 million in 1995 to $2 billion in 200