If it weren’t for chocolate milk, there might be some people — perhaps dear reader, even you — who wouldn’t drink much milk at all. Indeed, chocolate milk is a perennially bright star in the dairy firmament, and with fall’s ushering in of the new school year, its glow is bound to grow brighter.

The dairy industry is promoting milk’s role in building muscle. But that alone won’t increase consumption. Packaging, flavors and channels of distribution have to pull their weight, too.