About the Program

The Add Milk! Healthy Fluid Milk Incentive program was established to increase the purchase and consumption of fluid cow’s milk.  

Why milk? Fluid cow’s milk offers several unique health benefits. 

• Provides 13 essential nutrients
• Promotes proper child brain and bone development
• Is a natural source of protein
• Reduces the risk of high blood pressure, heart disease, and diabetes

Yet, nationally, 90% of Americans do not meet the recommended amounts for dairy consumption.  

By creating a one-for-one-dollar match on healthy fluid milk purchases, the Add Milk! program sought to make it easier for SNAP recipients to purchase and consume milk for healthy lives.  

Program History 

The Add Milk! Healthy Fluid Milk Incentive (HFMI) program was a co-operative pilot program of the Baylor University Collaborative on Hunger and Poverty in partnership with various grocery retailers between 2020 and 2024. This SNAP nutrition incentive is designed to increase the purchase and consumption of fluid cow’s milk for SNAP shoppers. The project was funded by a grant from the United States Department of Agriculture’s Food and Nutrition Services. The Add Milk! program followed the USDA’s nondiscrimination policy, which can be viewed HERE. 

How It Works

Who could participate?

Any SNAP participant, individual or family, could take part by using their SNAP dollars to purchase a qualifying milk product. *

What type of milk products could be purchased?

Qualifying milk products were 1% or fat-free fluid cow’s milk. The milk had to be pasteurized, without flavors or sweeteners, and meet FDA, state, and local standards for fluid milk Vitamin A and D levels.

How were coupons issued  for milk products?

• To receive a coupon, a purchase of qualifying milk products had to be made.*

• At check out, the items must be purchased with SNAP EBT benefits. A coupon would then be printed with the purchase for use like cash on a future purchase of eligible items. Eligible items varied by retail partner.  

• For every dollar spent, a dollar was earned.  

• The coupon could be used on the next transaction or shopping trip to buy any eligible product.**

• Coupons would expire within 60 days of issuance and were only redeemable at participating locations.  

* “Qualifying fluid milk” is 1% or fat-free fluid cow’s milk without flavors or sweeteners that meet FDA, state, and local standards for fluid milk Vitamin A and D levels.

** See the retailer's page to find details about the “Eligible products” that can be purchased with your coupon.