A flawed study threatens to undermine new efforts to re-invigorate fluid milk sales. A Swedish study that purports to show high death rates and bone fractures in women who drink three or more glasses of milk per day is being termed “ridiculous” and “awful” by nutritionists familiar with the full body of research of milk’s health benefits.

The study, done by researchers from Uppsala University, the Karolinska Institute and the Swedish National Food Agency and reported in the British Medical Journal, followed more than 100,000 women and men over 23 years. It then compared bone and hip fractures and premature death in respondents who drank less than one glass of milk per day to those who drank three or more.

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