Milk was first advertised in the North China Daily News in 1924, and appeared later on the pages of the Shenbao in 1934. Despite Carl Crow's (and other advertisers) effort to make milk an ordinary and tasty beverage, milk remained assimilated to a medical remedy until at leat 1934, even in the British newspaper North China Daily News. Milk was available in various forms, aimed at various consumption practices according to the target consumers. It was first sold in 1914 as milk cocoa sold and a remedy to indigestion and insomnia. Later in 1924, milk cocoa was joined by powdered milk or milk food for infant (or invalid). This is only in 1934 that milk was advertised as a "fresh" and tasty beverage in its own right, addressing not only children and invalids, but also adults and consumers of all sexes and ages. Moreover, with the introduction of fresh and flavored milk, we observe a shift from the prominent "health appeal" to a more direct appeal to "taste" and "pleasure".

Standards for milk pasteurization appeared in the 1934 (Grade A). These grades participated in the wider obsession for hygienic production and consumption.