![]() Stores had average sales attributable to the Supplemental Nutrition Assistance Program (SNAP) and Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) of 29♲ (range: 17♲–45♰) % of total store sales. Stores were located in low-income, racially diverse neighbourhoods of Philadelphia (North Philadelphia, Parkside, West Philadelphia and Northwest Philadelphia). Milk was one of five targeted categories for the broader intervention. HRS incorporated a variety of placement and promotion in-store marketing strategies aimed to increase sales of healthier products in a profit-neutral or profit-generating manner, in urban chain supermarkets. The Healthy Retail Solutions (HRS) intervention was conducted in eight (four control and four intervention) large supermarkets from two chains in Philadelphia, PA, USA ( 11 ). The current paper describes the strategy used, the ability of consumers to accurately identify the fat content of milk tasted and their reactions to the taste test. The research was conducted in the context of an in-store healthy food promotion strategy that aimed to encourage low-income supermarket shoppers to shift their purchases from higher- to lower-fat milk. ![]() The present study builds on these results and looks at how different types of milk drinkers respond to the taste of various types of milk. Milk has been the focus of several public health campaigns aimed at getting consumers to switch from a higher-fat milk to lower-fat milk, and other studies incorporating taste testing have shown that consumers report liking the taste of skimmed and low-fat milk ( 9, 10 ). Because of this, blind taste testing might be a useful strategy to persuade consumers to consider buying and consuming lower-fat milk. However, these beliefs are often based on impressions rather than experience. Some people believe that low-fat and skimmed milk are watery and have a less pleasing taste ( 8 ). Preferences for higher-fat milk and for milk in general are based on learned preferences and individuals’ beliefs about the taste of different types of milk. In view of these patterns of milk consumption, milk – and lower-fat milk in particular – is an important product to target for health promotion and obesity prevention interventions ( 5 ). lower-fat milk have also been found to vary by income and ethnicity, with lower-income individuals and families less likely to consume low-fat milk than higher-income ones and Hispanics more likely to consume whole milk than Whites ( 6, 7 ). Non-Hispanic Blacks consume less milk than non-Hispanic Whites and Mexican Americans, and Hispanics drink less milk than Whites ( 5 ). Milk consumption is on the decline nationally, and consumption patterns vary by ethnicity ( 4 ). Although 1 % fat or non-fat (skimmed) milk is recommended, a majority of the milk consumed in the USA is 2 % fat or whole-fat milk ( 3 ). Milk drinkers have higher intakes of several key nutrients, such as Ca and vitamin D, yet many people do not meet the Dietary Guidelines’ recommendations for dairy ( 2 ). The 2010 Dietary Guidelines for Americans recommend that most people over the age of 9 years consume three cups of fat-free or low-fat fluid milk equivalent in milk products per day ( 1 ). Milk is an important source of nutrients in the American diet.
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