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  • ZISK

Got Milk? Gen Z Does, Apparently

Over the last two decades, the conversation surrounding dairy has shifted from “Got milk?” to “Got anything else?” But lately, the beverage has been making some interesting inroads among the celebrity set.

In May, Hailey Bieber wore a vintage “Got Milk?” T-shirt while vacationing in Italy and bathed in a bowl of the stuff to promote the launch of her Rhode Glazing Milk, a product she then sent out to various influencers in PR packages shaped like a milk carton. And apropos of nothing, Gal Gadot posted a photo of herself to Instagram in June posing alongside a tall glass of milk, inquiring in the caption if her followers have got any.

While both of those moments may have been happenstance, they also feel indicative of a larger incoming real dairy renaissance, the likes of which we haven’t seen since the milk-mustached days of the ’90s and early aughts. While that may seem a bit far-fetched given the public’s increasing penchant for dairy alternatives, this burgeoning milk revival has actually been years and millions of dollars in the making.

July 12, 2023


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