‘Milk Every Moment’, a new campaign designed to highlight the benefits of milk to young students involved in sports is being launched by the Agriculture and Horticulture Development Board (AHDB) on July 8.

In collaboration with British Universities and Colleges Sport (BUCS), the campaign will provide information on the role milk can play in a healthy diet.

The partnership aims to reintroduce students to the natural goodness of milk through interesting and entertaining content. ‘Milk Every Moment’ positions milk as a timeless staple in the fridge, not just a beverage, but a nutritional powerhouse.

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The campaign underscores milk’s affordability and it being a natural source of seven essential vitamins and minerals, aiming to capture market share from high sugar energy drinks and milk alternatives.

Other key messages will highlight milk as a natural source of high-quality protein and rich calcium content, making it an excellent choice for athletic performance. ‘Milk Every Moment’ seeks to dispel myths by providing evidence-based information about milk’s benefits and encourages its inclusion in daily diets.

BUCS currently operates across 165 universities and colleges, engaging over with in excess of 500,000 individuals, including student athletes and sports fans.