Declining fluid milk purchasing and consumption trends suggest that fluid milk is not competing well in the beverage market. Contributors to this trend include a lack of established packaging selection criteria as well as storage conditions during the early stages of shelf-life before purchase. Fluid milk quality changes rapidly during light exposure, especially in retail lighted display cases. However, lighting in retail refrigerated cases enhances product marketing by showcasing product and package color. Traditionally, fluorescent light is used in retail systems; however, LED lighting systems are increasing because of new federal mandates for energy conservation as well as brighter, more efficient, more attractive display capabilities. It is well established that translucent or clear packaging with no light protective additives does not protect milk flavor and nutrient quality. However, only limited information is available on how fluorescent or LED light exposure influences milk acceptability. Changes in milk flavor are detectable within 2 to 3 h of lighted exposure and acceptability decreases significantly within 8 h of storage under fluorescent lighting when packaged in a translucent high-density polyethylene package. Acceptability does not tell the complete story though. In a recent study from our laboratory, consumers reported more negative emotion terms, specifically disgust, when light-exposed milk was evaluated. Lower hedonic scores were directly related to negative emotions. Milk that was packaged for light protection retained high acceptability scores and positive emotional terminology through 7 d of lighted retail storage conditions. Processors should select packaging that protects milk quality during retail dairy case display lighting to positively influence fluid milk purchasing and consumption behavior. Packaging criteria for protecting fresh fluid milk flavor and nutrients from processing to purchase will be described and justified.