British sports stars have come together to form Team Milk, whose aim is to educate the nation about the health benefits of consuming low-fat milk.
Awareness of the campaign, monitored by Researchcraft, has reached 52% among the British public, with 72% of female teenagers aged between 13-24 saying they are familiar with the campaign.
Latest market data shows that sales of milk have increased 2.5% in the 52 weeks ending June 2011 compared to the previous year.
Sandy Wilkie, chairman of the Milk Marketing Forum, is pleased at the progress the campaign has made over the past 16 months. She said: “Milk has always had positive associations with sport and is an important part of many athletes’ diets.
“This is the perfect time to show our support for British sport. We hope that Team Milk will inspire families across the country to incorporate low-fat milk as part of a healthy and active lifestyle.”
For Ed Clancy MBE, low-fat milk is a vital part of his training regime. He said: “Signing up for Team Milk was a no-brainer for me as milk is such an important part of my diet. After a tough training session I mix up a protein shake with semi-skimmed milk. It’s perfect for keeping the body hydrated and healthy and helps to keep me at the top of my game.”
The ‘make mine Milk’ campaign was created by the Milk Marketing Forum, which is a consortium of dairy companies comprised of Arla Foods UK, Dairy Crest, First Milk, Milk Link and Robert Wiseman Dairies, with support provided by Dairy UK and The Dairy Council.
Source: Milk Marketing Forum
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