'Bad science and urban myths about dairy see millennials opt for trendy non-dairy products'

Brooke Torpey pictured at the launch of National Dairy Council's Complete Natural POP Up Milk Bar in South William Street, Dublin.

Michael Cullen

A new marketing campaign by the National Dairy Council (NDC) will see it target young women who, it says, are simply not getting the message around dairy being key to a healthy diet.

The National Dairy Council (NDC) has a new ad campaign flowing from the credo: 'Irish dairy, the complete natural'. Following in-depth studies, the NDC noted a major discrepancy in its marketing communications. Young female consumers age 20-29 were simply not getting the message as to why dairy plays such a key part in maintaining a healthy diet.