Have you checked out the dairy aisle lately? There are all these newfangled milk products on the shelf, all claiming in one way or another to be better than plain old milk.
One such product in New England stores is Hood (brand) Milkwise.
It’s got one-third the sugar, almost half the calories, and 50 percent more calcium than even reduced fat milk. How did they do that… put the cows on a low fat and low carb diet?
The answer is in the fine print.
They watered it down — water is now the first ingredient — plus they added calcium and sugar. That is why it is called a “milk beverage” instead of milk. This product is reminiscent of Trop50, the “orange juice beverage” that claimed 50% fewer calories because it is basically orange juice diluted with a lot of water.
But the Milkwise label makes it seem so healthy. How can this be? The trick is that they left out one key attribute of milk in the comparison — protein. We’ve taken the liberty of filling in the blanks.
Milkwise only has one-quarter the protein of regular milk. Expressed the other way, regular milk has four times the protein of Milkwise.
Maybe it should be called Milk-not-so-wise.
Thanks to Dr. W who was driving along the highway in Saugus, Massachusetts and saw a Milkwise billboard with a mother and child. She thought the ad was suggesting that this was a healthier milk product.