With sales of milk as a beverage at the lowest level in more than 30 years, the dairy industry is fighting back with a $500 million campaign that includes products such as milk cartons that don't require refrigeration until they're opened.
Total U.S. beverage milk sales were about 52 billion pounds in 2013, according to the most recent available figures from the U.S. Department of Agriculture. That's about 6 billion gallons, the lowest level since 1982.
Changing consumer habits, more drink choices and a lack of dairy product innovation are behind the steady decline in milk sales, according to the industry.
While Americans consume about the same number of gallons of beverages as they did in the past, they're drinking a lot less milk.
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