Choose Milk Campaign Launch and FG, Partner’s Nudge

The “Choose Milk” campaign is a joint initiative launched by the Food and Drink Federation (FDF) and its partner organisations to encourage consumers to select milk as a nutritious, sustainable beverage. The campaign’s “Partner’s Nudge” element provides retailers, schools and health‑care providers with simple, evidence‑based prompts—such as shelf‑placement tips, signage and recipe ideas—to subtly steer people toward choosing milk over alternative drinks. It debuted in early 2024 across the UK, combining the FDF’s industry expertise with partner NGOs and government bodies to boost milk sales and highlight its health benefits. Views Nigeria