The Meijer stores in Wisconsin are allowing an automatic 40 percent savings on milk through their Add Milk! program.
This nutrition incentive program helps low-income families purchase healthy milk. Midwest retailer Meijer recently doubled the Add Milk! discount it offers to SNAP-eligible participants – upping it to 40 percent off any brand or size of low-fat or non-fat milk.
The Add Milk! program is made possible by a pilot program established as part of the 2018 Farm Bill to promote milk as part of a healthy, balanced diet consistent with the Dietary Guidelines for Americans. Overall, Americans are consuming less milk. Low-fat milk is an important part of a healthy diet, and health researchers have warned these declines over time could have health impacts on future generations.
Studies have shown that incentive programs, like Add Milk!, increase the purchase and consumption of the incentivized food. Pilot projects will be operating in more than 700 locations across 18 states by the end of 2024, and Congress recently appropriated an additional $3 million to expand the program to more stores and more locations in the coming years.
How It Works
The Add Milk! program operating in Meijer stores provides an automatic 40 percent discount to SNAP participants to purchase non-fat and low-fat (1%) milk, including lactose-free options.
The program is operating in all Meijer stores in Illinois, Indiana, Kentucky, Michigan, Ohio, and Wisconsin: https://hsi.auburn.edu/au-addmilk/
“Expanding the SNAP Healthy Fluid Milk Incentives Projects means greater access to affordable, nutritious dairy products for the most vulnerable Americans,” says Michael Dykes, D.V.M., president and CEO of the International Dairy Foods Association. “IDFA congratulates Meijer for the tremendous success of its SNAP milk discount to date, and we are excited to see its impact grow as the milk discount doubles. During this time of high food costs and rising food insecurity, it’s critical we find ways to stretch the SNAP dollar further in support of the purchase of nutrient-dense foods.”
