In 2006, the US Agricultural Research Service developed reduced-sugar, low-fat milk shakes for school lunch programs. The shakes have half the sugar and only 10% of the fat of commercial fast-food shakes. Schools need a milk shake machine or soft-serve ice cream machine to serve the milkshakes. The milkshakes also have added fiber and other nutrients, and they have much less lactose, which makes the shakes appropriate for some lactose intolerant people.
In the 2000s, milkshakes began being used as part of the new trend of boutique-style "spa dentistry," which aim to relax dental patients and reduce their anxiety. Spa dentistry uses aromatherapy, massages, music playing through headphones to reduce patient's tension. At the end of the a filling or root canal in a spa dentistry treatment, patients are given an icy milkshake "...to soothe mouth soreness and delay the desire for heavier foods while the effects of the anesthesia dissipate."
In 2005, the traditional home of the milkshake, the family restaurants and 24-hour diner-style restaurants that were the "staples of 1950s and 60s America such as Denny's, Big Boy and the International House of Pancakes" were supplanted "...in terms of revenue for the first time since the US census started measuring this in the 1970s. The shift means the burger, fries and milkshake ideal evoked by the sitcom Happy Days is losing its hold on the American appetite." Instead, US consumers are going out to casual dining restaurants such as Ruby Tuesday, Olive Garden and the Outback Steakhouse.
Despite the downturn in family restaurant business, the US sales of milkshakes, malts and floats rose 11% in 2006, according to the industry research firm NPD Group. Christopher Muller, the director of the Center for Multi-Unit Restaurant Management at Orlando's University of Central Florida states that "milkshakes remind us of summer, youth — and indulgence", and "they're evocative of a time gone by". Muller states that milkshakes are an "enormously profitable" item for restaurants, since the fluffy drinks contain so much air. The market research firm Technomic claims that about 75% of the average-priced $3.38 restaurant shake in 2006 was profit. An executive from Sonic Drive-In, a US chain of 1950s-style diner restaurants, calls shakes "...one of our highest-volume, revenue-producing areas".
Part of the increase in milkshake sales reported in 2006 may be due to the increasing availability of innovative chef-designed milkshakes in high-end restaurants. In 2006, the Los Angeles Times reported that chefs from "hipster hangouts and retro landmarks" are using "macerated farmers market strawberries, Valrhona chocolate and Madagascar Bourbon vanilla" to make new milkshake flavors.
Other novel ideas offered in LA-area restaurants include milkshakes made with toasted pecans, saffron-rose water or orange-blossom ice cream, taro root, vanilla beans steeped in rum, Valrhona chocolate and Grey Goose vodka, and vanilla custard mixed with Russian Imperial stout
Source : Wikipedia
Look also : sour sally, wine
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