White Milk.

[Mark Odegard]

I came across the term 'white milk' in my local weekly paper's current
issue, in an ad for the local supermarket (the chain is Quillin's, which is
centered in the La Crosse, WI area, as is associated with IGA).

It's a coupon:
--start quote--
Quillin's Q-PON
50c off
all gal. of Kemps
White Milk
with coupon
--end quote--

This is new to me. I have never heard of plain whole milk, 2%, 1% or skim
milk referred to as 'white milk'.

It looks like a retronym, distinguishing 'white-colored milk' from chocolate
milk.

The copy writer for the ad may have been from IGA, from Quillins, or even
locally (tho' I doubt this last).

Any comments? Is this new? Or is it something I've missed.
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