UK – A new Hollywood film, called The Calcium Kid, could help give milk a tougher image as the battle to get more children drinking it continues.

The plot revolves around the life of milkman Jimmy Connelly, who finds himself boxing against the world champion after it is discovered his bones are abnormally strong thanks to a lifetime of drinking milk.

The Dairy Council believes that the film will be a great boost to milk’s image as a healthy drink, especially due to some lines that seem to betray the fact that it was made with assistance from the dairy industry.

At one point, the main character says: “If you want to grow up strong and healthy like me you need to regularly drink milk. A pint of milk a day contains all the vitamins and minerals you need for healthy bones and teeth.”