In 2024, Dairy Milk Led the Culture Wars | Eater

"On TikTok, “milk mukbangs” in which creator Peggy Xu scooped the thick cream top from bottles of its milk triggered a surge in sales for the longstanding California dairy; those videos helped make thick, cream-top bottles into a viral commodity as creators showcased scooping and tasting rituals. The dairy’s product became emblematic of the broader whole-milk resurgence on social media, intersecting with other trends like “why I went back to whole milk” videos and creator-led celebrations of natural, less-processed foods." - Bettina Makalintal