‘Clever’ milk defended

Dairy Crest says sales of its new omega-3 enriched milk are performing strongly, despite controversy over the multi-million pound advertising campaign for the so-called “clever” milk.

Adverts for St Ivel Advance, which featured broadcaster and academic Lord Winston, claimed that the omega-3 fatty acids contained in the milk could boost a child’s learning abilities.

But the Advertising Standards Authority has just ruled that the claim was misleading.

A spokesman for the processor said the adverts would be amended, but sales had already reached 15m litres a year, worth about £12m, and continued to grow.

“Consumers still believe it is good to have omega 3s in their diet.”