Many years ago, some folks tried to label lowfat milk (1%) as "99% Fat Free." Somewhere back in the cobwebs of my mind, I recall a Federal Trade Commission ruling that dairy couldn't use this terminology. FTC's rationale (if a government agency is capable of reason), escapes me at the moment. I think it is about time we tried again.
Meanwhile, is there anything wrong with labeling whole milk with the fat content as part of the descriptor? You know, say something like "Contains only 3.5% fat." If some regulator has a problem with the word 'only', I still think telling people milk has 3.5% fat is a major step in the right direction.
It won't work out that way. Soft drink companies have hung on to their long-term interests of selling sugar, water and miscellaneous other goober. Given the escapades of the Kings of Cola, milk's pure and wholesome image will likely sink.
Fortification for the sake of fortification (calcium fortified o.j., for example) is going to run out of steam in the marketplace. Turning sea shells into powder to get a calcium supplement is no match for the good stuff we squeeze out of Elsie and her colleagues two or three times a day.
More consumers are already more sophisticated. They understand bioavailability and having the right blend/ratio of various nutrients naturally to assure better absorption.
What's bugging you? What are the untapped opportunities you see in the marketplace? Let's talk.