The MDC plans to begin researching consumer perceptions within the next few weeks. Got Milk is one of the most successful brands in the US and MDC hopes that the inclusion will add value to its milk marketing programme.

Got Milk came out of the Californian Milk Process Board in 1993. It was created to increase milk consumption in the region and has now grown into a international programme.

MDC is a public body that was established in 1994 following the reorganiation of the milk industry the same year. Its aim was and still is to fund research and development and gather public statistics regarding milk consumption and promotion and to improve profitability and competitiveness of Great Britain's farmers.

In the UK like the US, milk consumption has suffered at the hands of the increase in soda drinks. The move into the UK could attempt to reverse the process. "Its still early days for Got Milk in Great Britain... its a terrific compliment to our other consumer marketing programmes", a Got Milk pokesman said.