Sales of fluid milk have been tumbling for years and are now at levels not seen since the early 1980s, a worrisome trend for the dairy industry, which is growing concerned that generations are getting used to not drinking one of its signature products. Even sales for flavored milk — a bright spot — have struggled as questions have arisen in Connecticut and other states about its nutritional benefits.
The nation's schools are a critical market for the industry, representing about 7 percent of total milk sales, most of which are flavored. But that market has come under attack by some activists who question whether the added sugar in chocolate milk is worth the nutritional benefits milk provides.
Lawmakers in Connecticut recently passed a law that effectively bans the sale of chocolate milk in schools. Gov. Dannel Malloy (D) has vowed to veto the bill, though he hasn't done so yet. Officials from Malloy's office didn't respond to a request for comment.
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