This article focuses on a recent study by Dairy Management Inc. (DMI), which demonstrated that while milk is a widely consumed beverage among adults and teens, consumption could increase if it offered several additional important benefits. Another key aspect of the study focused on identifying ways to improve milk. Ultimately, consumers want a cold, refreshing, satisfying, and healthy beverage. However, they are finding many of these benefits in drinks other than milk. Through innovations in packaging, merchandising, new flavors, and nutraceuticals, milk can begin to reclaim its place as the beverage of choice for teens and adults.