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JuJu Smith-Schuster of the Pittsburgh Steelers in a milk commercial. Photo: Milk Processor Education Program via AP

The coronavirus pandemic has been such a shot in the arm for Big Dairy that the "Got Milk?" ads are being brought out of retirement.

The big picture: Many Americans fully stocked their fridges in March, with sales of all kinds of milk up big compared to last year.

  • Kids who were no longer having meals at school were drinking milk at home, AP reports. Homebound adults suddenly had time for a leisurely bowl of cereal. Baking and cooking at home soared.

That trend held into the summer.

  • Dairy milk was up 21% year-over-year in March, and up 2% year-over-year in June.
  • Oat milk was up 270% to $132 million in that stretch, and almond milk, coconut milk and rice milk were also up.

Between the lines: This round of "Got Milk?" is expected to be different, AP notes.

  • TV ads feature videos culled from the Internet of people opening a gallon with their toes or jumping into a kiddie pool filled with milk and cereal.
  • In one TikTok spot, Olympic gold medalist Katie Ledecky swims the length of a pool with a glass of chocolate milk balanced on her head.

The bottom line: The dairy industry is in long-term decline, and that will probably return when Americans eventually go back to offices and schools.

  • Milk sales declined 13% from 2010 to 2018, CNN reported last year.
  • America's dairies are also closing at a rapid rate, with many small dairy farmers exiting the industry under financial duress.

But for now, at least, milk is giving some people a rare sense of normal.

Go deeper

Updated 15 mins ago - Politics & Policy

Barr says DOJ has not seen evidence of fraud that would change election results

Photo: Kent Nishimura / Los Angeles Times via Getty Images

Attorney General Bill Barr told the AP on Tuesday that the Department of Justice has not uncovered evidence of widespread voting fraud that would change the outcome of the 2020 presidential election.

Why it matters: It's a direct repudiation of President Trump's baseless claims of a "rigged" election from one of the most loyal members of his Cabinet.

45 mins ago - World

Israel headed for early elections as Gantz-Netanyahu coalition falls apart

Gantz (L) with Netanyahu. Photo: Gali Tibbon/Pool/AFP via Getty

Israel's governing coalition is falling apart, setting the stage for the fourth election in two years.

Driving the news: Defense Minister Benny Gantz announced tonight that his Blue and White party would vote in favor of dissolving parliament on Wednesday because Prime Minister Benjamin Netanyahu — Gantz's political rival turned coalition partner — was refusing to pass a budget and reneging on their power-sharing deal.

Bipartisan group of senators unveils $908 billion COVID stimulus proposal

Sens. Joe Manchin (D-W.Va.) and Susan Collins (R-Maine) in the Capitol in 2018. Photo: Tom Williams/CQ Roll Call

A bipartisan group of senators on Tuesday proposed a $908 billion coronavirus stimulus package, in one of the few concrete steps toward COVID relief made by Congress in several months.

Why it matters: Recent data shows that the economic recovery is floundering as coronavirus cases surge and hospitals threaten to be overwhelmed heading into what is likely to be a grim winter.