New Got Milk? Ad Supports Nutrition Research to Tout Important Health Message
Journal of The American Dietetic Association Study Reveals Flavored Milk Drinkers Get More Bone-Building Calcium
Monday September 23, 8:02 am ET

WASHINGTON, Sept. 23 /PRNewswire/ -- The famous 'got milk?' campaign is going beyond the popular celebrities sporting the mustache icon and using the power of nutrition research in its latest ad. The newest 'got milk?' ad features the true star of the campaign -- a glass of ice-cold chocolate milk -- to inform Americans about a new study that reveals some surprising health benefits for children who drink flavored milk.

The new ad, which debuts in USA Today on September 23, showcases a recent study published in the Journal of the American Dietetic Association, which suggests that flavored milk may be an ideal weapon to help battle the widespread calcium deficiencies among children and teens. Researchers at the University of Vermont studied the beverage patterns of nearly 4,000 children and adolescents in this country. They found that those who drank flavored milk had a higher total milk intake and a lower soft drink and juice drink intake compared to the children who did not consume flavored milk. Drinking flavored milk helped increase their calcium consumption, but it did not increase overall added sugar or fat intake.(1)

The ad, which provides details of the research, encourages Americans to "Get Stronger. Not Sweeter." with flavored milk.

"It's important for parents to realize that flavored milk is a proven and enjoyable solution for helping children get enough calcium and other essential nutrients, especially at a time when their bones are growing," said Kurt Graetzer, CEO of the Milk Processor Education Program, the creators of the got milk?/Milk Mustache campaign. "This new ad educates people on the important implications of nutrition research that they can easily put into practice to achieve a healthier diet."

Besides the ever-popular chocolate milk, variations include kid-friendly flavors like strawberry, banana and vanilla as well as flavors geared toward adults such as mocha cappuccino. Most come in options like fat-free, lowfat and reduced fat options. Flavored milk contains the same amount of calcium and other nutrients found in white milk, including the additional bone-building nutrients vitamin D and phosphorus. Each serving also is a good source of protein.

For more information on the new flavors of milk and its health benefits, log onto whymilk.com .

The National "got milk?"® Milk Mustache Campaign is jointly funded by America's milk processors and dairy farmers: the MilkPEP Board in Washington, D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. A series of educational brochures is available by visiting the milk Web site at www.whymilk.com . Bozell New York is the creative agency for The National "got milk?" (R) Milk Mustache Campaign.

The tagline "got milk?"® was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.
# (1) Johnson, R.K. et al. The nutritional consequences of flavored-milk consumption by school-aged children and adolescents in the United States. Journal of the American Dietetic Association. 2002; 102: 853-56.


Source: MilkPEP Board; Dairy Management Inc.

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