The Milk Processor Education Program (milkPEP), representing US dairy farmers, has kicked off the national milk moustache campaign to encourage consumption by emphasising the health benefits and potential for weight loss that drinking milk and eating breakfast offers.

Joining the campaign are actress Molly Ringwald and dietician and author Elizabeth Somer. As part of the campaign, the got milk? breakfast club, an online community that provides weight loss tips and promotes the consumption of 24 ounces of milk each day, has also been launched.

“When women diet they often make two big mistakes that can actually result in weight gain – skip breakfast and ditch dairy,” said Somer, author of the new book ‘10 Habits That Mess Up a Woman’s Diet’. “But in reality, eating breakfast and including 24 ounces of milk each day are two small steps that could make a significant difference in achieving a healthy weight.”