Milk In Action Campaign Gets EU Go Ahead

The Dairy Council announced today it is to spearhead a major three-year campaign in England and Wales to promote the consumption of milk among young people involved in sport.

A funding packaging in excess of 2.2 million Euros is to be approved by the European Commission, which will allow the campaign to run in England, Wales, Ireland and Northern Ireland. The campaign was approved by the EU management committee yesterday in Brussels.

Milk in Action will begin in April 2010 and aims through linkage with sport to increase milk consumption by young people in the run up to the Olympics.

Sandy Wilkie, Chairman of The Dairy Council, said: We are delighted to have secured this substantial funding from the EU for what we believe will be a campaign that will resonate with many young people in the UK, especially those involved in sport.

Dr Judith Bryans, Director of The Dairy Council, added: Milk is at the heart of a number of EU and member state initiatives because of the sheer number of nutrients it provides. We are delighted that the Commissions funding will allow us to deliver a high impact campaign that focuses firmly on the nutritional benefits it provides as well as being a drink that young people can consider cool.

The Dairy Council has focused heavily this year on the benefits of milk in sport. The organisation is supporting four young aspiring athletes as they progress in their chosen sport.

The Dairy Council also held a Milk and Sport seminar in London this autumn, attended by leading figures from the dairy industry, academia and sport. The Dairy Council conducted a survey of 70 young athletes from the English Schools Athletic Association that showed the vast majority of them used water and expensive sports drinks after exercise but were unaware of the qualities of milk. When the athletes learned of milks nutritional benefits, the majority said they would consider consuming milk after exercise.

This campaign is being implemented under EU Council Regulation 501/2008 on funding promotion and information programmes for agricultural products in the European Union.  Programmes will be funded 50% by the EU and 50%, by the trade organisation and are submitted by trade organisations representative of the sector being promoted.

About The Dairy Council

The Dairy Council is a non-profit making organisation which provides science-based information on the role of dairy foods as part of a healthy balanced diet and lifestyle. It provides evidence-based information to health professionals, the media, industry and consumers. More information at:  www.milk.co.uk.