The California Milk Advisory Board (CMAB), Tracy, Calif., announced the launch of a consumer promotion focused on holiday breakfast traditions with dairy.

To help encourage families to cherish shared moments at the breakfast table, Real California Milk — the Tracy, Calif.-based California Milk Advisory Boards (CMAB) — said it created a new digital series of short stories for children.

The carts will serve more than 5 million pounds of milk annually to 70,000 students daily.

Grocery retailers are getting more technology savvy and leveraging their capabilities to mine extensive data about their shoppers. Everything from how many times a shopper visits to which items they purchase the most is captured and used to build and enhance their customer loyalty programs as well as increase shopper frequency and basket size. Many CPG companies are tapping into the availability of retailers’ highly sophisticated data.