Summary
This 2025 AHDB report evaluates the performance of the Milk Every Moment initiative, a school-based dairy marketing programme operating in United Kingdom schools. The analysis measures campaign reach and student engagement through quantified metrics, functioning primarily as an accountability and performance monitoring tool. The report does not assess nutritional outcomes or evidence of sustained behavioural change resulting from exposure to the campaign.
Regional applicability
This study is directly relevant to United Kingdom policy and practice, as it evaluates a UK-based school marketing initiative operated by AHDB. The findings reflect current UK school-based food marketing practices and may inform ongoing discussions about dairy promotion in educational settings.
Key measures
Campaign reach, student engagement metrics, participation rates in school-based dairy marketing activities
Outcomes reported
The study reports on reach and student engagement metrics for the Milk Every Moment initiative, a school-based dairy marketing programme. The analysis quantifies campaign performance and participation rather than assessing nutritional or behavioural outcomes.
Funding & declared interests
Conflicts of interest: AHDB is a levy-funded industry body representing United Kingdom dairy and horticulture sectors; no independent conflict-of-interest statement provided in available metadata.
Extracted verbatim from the paper’s funding, acknowledgements and conflict-of-interest sections — shown as neutral provenance, not a judgement on the research.
Topic tags
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