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Although milk and dairy products are seen as an important part of a child’s diet, their consumption is declining. The aim of this study is to investigate the consumption of milk and flavored milk among a sample of 513 Belgian children aged between 8 and 13 years. In addition, the association between flavored milk brands and emotions is examined. Children prefer and consume more flavored than plain milk. They indicate that consumption is a self-made choice and that parents mainly ensure the availability of these products. Children prefer flavored milk to plain milk, although it is perceived to be less healthy. No correlation could be found between brand awareness and the consumption of flavored milk. Brands of flavored milk evoke divergent emotions and can be classified into different groups based upon their association with a type of emotion (i.e. positive/negative). This study demonstrates that taste is an …