CHILDREN at Madley Primary School are among the first in the country to have fun drinking school milk, writes ELIZABETH WATKINS.

Their one-third pintas come in colourful cartoon cartons, the idea of Associated Co-operative Creameries anxious to promote the health benefits of milk to young schoolchildren.

The specially designed 'Mr Men' and 'Little Miss' Dairygate cartons carry a series of story lines and illustrations, as well as featuring Beano characters.

Around 44 of the 144 pupils at the Madley school drink milk each day and others are being persuaded by the colourful cartons to follow suit.

Headteacher Richard Osborne said the special milk packs had been well received by the pupils who could relate to the characters and be educated about milk in a way they understood. "The story lines and colourful designs have gone some way in giving milk playground credibility,'' he said.

Associated Co-operative Creameries area sales manager Richard Helliwell said his company expected to supply an estimated 100 million school packs to young children this year.

"The initial feedback that ACC has received regarding the new cartons has been extremely positive, especially from the local children in Hereford,'' he said.