"Milk food" was advertised as such in the North China Daily News only.

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: first sold as powdered milk or milk food for infant (or invalid), in 1924, it was then sold as "fresh" milk and as a 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".