SUGAR-laden fizzy drinks have long since replaced a cool glass of milk as the drink of choice for most children.
But this could be about to turn on its head.
Adam Leyland, editor of The Grocer magazine, says that milk could soon be the brand to be reckoned with as major supermarkets are now selling 250ml bottles in their ?쐅rab and go??drinks cabinets.
Add to this the rise in popularity of fast-food milk options offered by the likes of McDonald?셲 and you can see where Adam is coming from.
As a nutritionist, I can only jump for joy.
It could mean a rise in calcium intake, which is essential for building healthy bones.
Each 250ml serving gives us 312mg of calcium ??almost half the 700mg recommended daily amount for women.
This will especially benefit teenage girls who more often than not get nowhere near their daily targets.
If milk replaces a sugary drink, it will wipe eight teaspoons of ?쏿dded sugars??off a child?셲 daily total.
Lactose, the natural sugar in milk, does not count towards your daily ?쏿dded sugar??amount.
But it?셲 not just good news for children.
'The Best Thing I Did Was Stay'Katie Price hopes new book will 'inspire women to stay with their cheating partners'
'EVERY PARENT'S NIGHTMARE'Mum told her 18-month old son was DYING of rare disease - but he was low on vitamins
lowest of the lowVile trolls call mum?셲 disabled 3-year-old ?쁴gly as f***??and threaten to sell her pics to a porn website
'SACKED IN THE MORNING'Twitter reacts as England boss fights to keep his job after sting revelations
Milk provides a good slug of protein (almost 9g, which is more than an egg).
This means that it makes a filling snack as well as providing hydration. Milk also contains other important minerals for bones, including phosphorus.
The rise of ?쐅rab and go??milk is to be celebrated by farmers and parents alike.
But remember to stick with lower-fat versions where you can.
While whole milk has 158 calories per 250ml serving, semi-skimmed has 115 and fully skimmed just 85.
And the precious minerals remain virtually the same, whichever you opt for.