Even if the FDA does grant the trade groups their wish, plenty of people won't be on board. Calories aren't all that counts with parents; plenty more worry about giving their children extra food additives. In addition, the fact that the dairy industry wants to put the additives in without additional labeling has led to fears of less transparency in what schools and parents serve children.
The dairy industry, meanwhile, would argue that it's all about making sure children start drinking milk and never stop.
"Part of the petition's intent is really to encourage children and adolescents to drink milk," says Peggy Armstrong, vice president of communications at IDFA. "We want to create lifelong habits."