[mrarjen]

> "accelerated decline in the conventional white milk category."

Overall it's not looking like people are drinking less milk, they simply want more variety and this company seems to be having a hard time in all area's from Walmart to slowly upcoming alternative milk replacers.

Seems also in part they haven't innovated enough in new types of product to draw more customers.

[Erlich_Bachman]

Variety like what? Other non-milk white liquids? I think that is exactly what they mean that "conventional" milk is on the decline.

[mrarjen]

Other non white milk type products, like milk based drinks with fruit flavors, protein drinks or breakfast replacement options.