Got milk? Probably not. Milk sales have been falling drastically over the last few years.
Consumers seem to have "grown up" from milk, turning instead to exotic milk alternatives, such as almond, coconut, soy and other milks that are anything but the actual milk. That sometimes fatty (whole milk), sometimes watery (skim), or somewhere in-between (2%) stuff that we used to drink next to a plate of chocolate chip cookies.
But times are changing; dairy just isn't cool enough. Milk sales are dwindling, but how do you make milk cool again?
Danish milk giant Arla Food is giving milk a carbonated makeover. That's right, carbonated milk. Or "fizzy milk" (not to be confused with fuzzy milk, that would be gross).
According to The Telegraph, the dairy company will be trialing a "sparkling fruit and milk" drink in the U.K., Singapore and the United Arab Emirates before rolling out worldwide.
Milk went down this road before, with drink producers attempting to launch their own line of fizzy milk drinks, but each attempt was a major flop. In 2009, Coca-Cola trialed "Vio," a carbonated milk drink available in the U.S., but it didn't bode well in Europe. "Tango Strange Soda," released in 2014, hit shelves in the U.K. for less than a year.
Meanwhile, almond and coconut milk brands were bumped up to first-class grocery necessities this year, listed under the Office for National Statistics' "typical basket of goods."
Going down the sparkling path is not such a bad idea and not an uncharted one either. In countries such as Iran, Turkey and Afghanistan, fizzy milk drinks are quite common; they even have a popular brand called "Doogh." A mixture of yogurt and iced water, the drink is pretty much diluted yogurt, and is sometimes carbonated.
On the western front, fizzy milk might not appeal to consumers, as suggested by Vio and Tango Strange Soda.
Fizzy milk developer Anne Evers Nikolasjen told Daily Mail that the drink would "contain a certain level of dairy protein and amino acids, but won't curdle when mixed with the fruit juice that gives it its pink color; it is then carbonated." She added, "You could use it in a cocktail in the evening."
A carbonated white Russian? I'd give it a whirl.