To capture consumer attention and increase market share, dairy packaging must convey more than the classic designation of whole, skim or 2%. Today’s consumers are interested in food and beverages they perceive as wholesome, nutritious, sustainable and customized to meet their specific lifestyle needs. Dairy brands are being forced to rethink their product lineups in response to these trends. The good news is, as an ingredient, milk is already well-positioned to take advantage of these demands.