The Drinka Pinta Milka day campaign was launched in 1958 to encourage every adult in Britain to drink a pint a day. The ads emphasized milk’s nutritional benefits – providing calcium and protein for growth, and strong bones and teeth. It was seen on TV, in magazines, and on billboards.
In 2025 in the UK we drink 170 ml a day of milk compared with 400 ml in 1974. Do you know why?
- We eat fewer cereals for breakfast,
- Plant based milks such as soy, almond, and oat plant milks are popular
- The cost of milk is rising and people are concerned about health and animal welfare issues.
For my book Cream Horns and … I’ve written about my class trip to the National Dairy Council. Big posters lined the wall encouraging milk and cheese consumption. It’s on this link.
Jenny Ridgwell 
Thanks for reading