>Kids in the U.K. ... really don't need to be drinking milk fortified with wheat and barley.

Old attitudes from when food was scarce will pervade for a few years to come until populations come to terms with food security. In times past many food items like Guinness and Lucozade were recommended for health benefits. I suspect they were more of a justification for people to spend money on extra food items because if you are on a calorie deficient diet due to a lack of money and feeling fatigued, of course an extra 500 calories of fizzy drink is going to pick you up. In westernised worlds this is no longer the case and we need to make a more informed decision about our diets.