AHDB launches ‘Milk Every Moment’ campaign ahead of Olympics

AHDB has teamed up with Olympic champion Christine Ohuruogu and Team GB athletes to promote the nutritional benefits of milk.

The gold-medal-winning athlete and four current Team GB prospects were painted in gold while holding a glass of milk ahead of the Paris Olympics as part of the AHDB’s Milk Every Golden Moment campaign.

A recent survey, commissioned by the AHDB, found milk to be the preferred drink to support fitness and exercise, ahead of supplementary drinks and protein shakes.

See also: New TV campaign promotes British beef, lamb, and dairy

Ms Ohuruogu said: “As an athlete, I needed healthy bones and muscles – but also something that gives me that spark of energy.

“British milk contains essential nutrients like calcium that is important for bone health, as well as protein which supports muscle growth, making it ideal for performance.

“I think milk is often overlooked and people tend to reach for supplements, but I believe in a natural diet and keeping it simple.

“It tastes good, is an affordable choice and is easy to incorporate into various meals – from a hearty porridge to a refreshing smoothie.”

Kate Arthur, lead nutritionist at AHDB, added that milk also provides vitamin B12 which releases energy from food and helps people to feel less tired.

The AHDB’s wider “Milk Every Moment” campaign has also collaborated with British Universities and Colleges Sport (BUCS), to showcase the important role milk plays in the diet of students.

Liam Byrne, AHDB director of marketing, said: “This initial three-year programme marks an investment in the next generation of athletes and future leaders by highlighting the important role milk can play in supporting good nutrition, as part of a healthy, active and winning lifestyle.”