Britain’s Milk Development Council (MDC), a generic promotional programme for dairy farmers in the UK, is to license the successful US milk marketing trademark Got Milk? for use in the UK.

John Taylerson, market development manager of the MDC, said the slogan would add value to its milk marketing efforts.

Although it is still early days for Got Milk? in Britain, the MDC expects to begin researching consumer perceptions and potential use at point-of-sale within the next few weeks.