Save Breakfast From the Dairy Industry

Breakfast is in trouble. From McDonald’s Egg McMuffin to Taco Bell’s Waffle Taco, breakfast trends continue to veer into unhealthy territory and skyrocket in fat and cholesterol. And now, even one of the most healthful breakfast options – oatmeal – is at risk. Starting in October, the Quaker Oats man will be sporting a milk mustache.

MilkPEP, the milk promotion program sponsored by the dairy industry, has splashed its marketing campaign across the iconic Quaker Oats logo. Marketing milk is a disservice to Quaker’s customers who may not know that milk has zero health benefits. In fact, milk is associated with many health risks. In the American diet, dairy products are some of the top sources of saturated fat and cholesterol – major contributors to heart disease, America’s No. 1 killer. More than one glass of milk per day can increase the risk of breast cancer by 73 percent, and two and a half servings of dairy products can raise prostate cancer risk by 34 percent. Skim milk is not a better option – it still holds many of the dangers as whole milk, including cholesterol and sugar.  Just one cup of skim milk has more sugar than a serving of Lucky Charms!

Additionally, 65 percent of people are lactose intolerant and experience abdominal pain, gas, diarrhea, and other symptoms of gastrointestinal upset roughly 30 minutes after drinking milk. Certain populations are more likely to be lactose intolerant than others.  Data show that approximately 90 percent of Asians, 75 percent of African-Americans, more than 50 percent of Hispanics, and 79 percent of Native Americans are lactose intolerant.

Fortunately, oatmeal can be easily prepared with water or nondairy milk to create a healthful breakfast. Half a cup of Quaker old-fashioned oats has 5 grams of protein and 4 grams of fiber, which will help you feel full until lunchtime. Oatmeal also helps lower LDL (“bad”) cholesterol.  Adding heart-healthy and cholesterol-free options – like fruit or plant-based milks – will help you reap the benefits of oatmeal, rather than wash them away.

By wiping off his milk mustache—or making it a plant-milk mustache—the Quaker mascot has the opportunity to help save breakfast. Let’s all work together to keep breakfast healthful for everyone!