date:Apr 11, 2013
After decades of a slow but steady decline in milk consumption, an emerging body of published research identified a surprising new usage occasion and a new audience for chocolate milk: as an effective beverage for helping active adults recover after strenuous exercise. The Milk Processor Education Program (MilkPEP) recognized this as an opportunity to reposition what has traditionally been known as a kids drink into a serious athletes beverage in order to engage lapsed milk drinkers, drive incre