The European Commission has this week approved an £8 million campaign to sell more milk and milk products to under-25s throughout the EU by giving milk "a modern image", Patrick Smyth writes from Brussels.
The campaign in Ireland will be run by the National Dairy Council which is to receive a £140,000 grant for the purpose.
"The idea is that milk should no longer be something young people are given," a Commission press release explains, "but a drink chosen by this age group."
