Enhanced Milk Originated Ooze (eMoo). Something like
advanced tea substitute.

The "e" probably stands for "enhanced."

Actually, if it wasn't for the carbonation, this would sound like what's left in the bowel after eating a serving of sugar frosted sugar bombs. Skim milk, fructose, natural and artificial flavors and colors... all that's missing is the bubbles.

I don't understand; the blurb claims it has more calcium than skim milk, but I don't see any indication of that in the ingredients, though they do add vitamins A and D.

They showed eMOO on Food Finds (FoodTV network). There is still no indication of what the "E" stands for, besides the apparent technification of the name. It makes it sound like it's a "virtual" drink. I've got mixed feelings, mostly negative. The product is in response to the (apparently) many kids who don't like milk. They start with dry milk product, so it's like enhanced baby formula.

If people would stop giving their kids soda before they're teenagers, then maybe, shit, just maybe they would actually like the taste of milk, huh?

The true sparkling milk beverage is an egg cream. This is
a shabby imposter. A very traditional egg cream would be
a couple of spoonfuls of Fox's U-Bet chocolate syrup in a
half glass of milk, stir, then top off with seltzer.

The experience is something like an ice cream soda after you
have eaten the ice cream.

I don't trust any beverage that only comes in orange sparkle and bubble gum.

Not eMoo... E-Ew.