The MilkPEP foodservice test said the slightest promotional efforts could boost milk sales at restaurants. There's more evidence now, as milk has become a big winner under the golden arches.

Milk sales at McDonald's restaurants were up over 20% as a result of recent GOT MILK?/McDonald's Corp. pilot promotions in California. In a marketing alliance between the California Milk Processor Board, and the world's largest fast food chain, a series of GOT MILK? promotions took place at more than

900 California restaurants over the spring and summer.

"These numbers prove that milk can sell as fast food," says Jeff Manning, CMPB executive director. "It also shows that kids will drink milk, if their parent will order it."

In a recent survey of San Francisco area parents, more than half chose milk as the beverage they would like served with a McDonald's Happy Meal®. Four hundred randomly selected San Francisco Bay area parents participated in the September survey to determine their preference for a Happy Meal drink. Fifty-three percent chose milk, 41% juice and only 6% chose a soft drink as the beverage they'd want served to their kids.