Dairy company Campina launched a massive publicity campaign yesterday for its new ‘even healthier’ milk. This new milk has, apparently, 20% less saturated-fats and is being produced by giving cows ‘special food’ in addition to their normal diet of grass.

And, to make sure the new milk gets maximum attention, the company is giving every primary school in the country – all 7,900 of them – free milk for a week. The challenge, Campina says is to make the ‘brown bread sandwich and a glass of milk vet cool again.’
Children these days don’t get enough exercise and need to eat healthier, Campina says. This is of course the same company which produces all those sugar-stuffed yoghurt drinks which are so much more popular than milk in the first place, but there you go.
But milk out of fashion? Never. The Netherlands must be the only country in the world where grown men regularly and with great relish knock back a glass of buttermilk with their lunch – and then look surprised if their foreign visitors politely decline to do the same. And Campina’s campaign for a healthier diet for children?
In the UK they’ve got master (and vet cool) cook Jamie Oliver whipping up all sorts of fabulous things for school dinners. Here we have farm minister Gerda Verburg in green clogs milking a cow. Vet cool? Oh dear.