Mac Farms Inc., Burlington, Mass

Dairy Foods, Nov, 2002

Though it was test marketed in June 2001, it was not until 2002 that e-MOO, a carbonated dairy-based beverage for kids that contains the inherent nutritional benefits of nonfat milk and the bubbles and kid-appeal of soda, really went mainstream. Today, six flavors of e-MOO--BubbleBlast, Orange Sparkle, MooBerry, Chocolate Zing, Kool Kookie and the seasonal, BOOMOO--are soon to be available in school cafeterias across the country through a network of school distributors who service more than 50 school districts in 19 states from Vermont to California.

A major breakthrough came to Mac Farms this past January when e-MOO received the USDA's seal of approval, enabling it to be sold in school cafeterias on the a la carte table. Since 1991, the USDA has not allowed flavored, sweetened, carbonated beverages to be sold in school cafeterias, that is, not until e-MOO.

"We are very excited about the prospect of selling e-MOO in school cafeterias," says George Clark, v.p. operations. "The USDA's exemption has been a very important step for Mac Farms. Now we can get e-MOO directly in front of kids, which means providing them with a healthy beverage they actually think is cool. This is a major step towards expanding the acceptance of dairy beverages by youngsters who have tended in recent years to drink less nutritious beverages more often."

George's wife, Mary Ann Clark, a registered nurse and v.p. of technical services and co-founder of the company, adds "Even though kids are being supplied with milk in school, many are not drinking it. And even with all the new cool milk bottles in the marketplace, once kids who do not like milk open the package, it's still milk."

e-MOO was designed for the taste and eyes of a child. From the distinct flavors and vibrant colors to the product size and packaging, e-MOO provides youngsters with a real alternative to soda.