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WASHINGTON, D.C. — Chocolate milk is at the center of the new 2015 campaign from the Milk Processor Education Program (MilkPEP).
"Built With Chocolate Milk" is a multifaceted program designed to educate athletes and exercisers about the recovery benefits of lowfat chocolate milk after strenuous exercise.
Pro-basketball forward Kevin Love of the Cleveland Cavaliers is the face of the new campaign. He will star in the TV, print and digital components, sharing how his rebounding skills started when his mom gave him chocolate milk following his basketball games as a kid.
“One thing I’ve taken seriously over the years is how important recovery is after my training and games,” said Love. “Thanks to my mom, chocolate milk has been my go-to recovery drink since I was 8 years old and it has continued to help me come back game after game.”
Backed by more than 20 scientific studies including athletes from sports spanning from running and cycling to swimming and soccer, MilkPEP's goal is to show that lowfat chocolate milk has high-quality protein to build lean muscle, and nutrients to help muscles rebound after strenuous exercise.
Lowfat chocolate milk could even give athletes a performance edge. According to a recent study, runners ran 23 percent longer in the next run and saw a 38-percent increase in signs of muscle building when they drank fat-free chocolate milk after their run, compared to a carb-only sports drink. Additional research suggests regularly recovering with chocolate milk could help athletes tone up and even lose fat as part of a regular workout and recovery routine, according to MilkPEP.
“Kevin does what many other elite athletes have been doing for years — rebounds with chocolate milk,” said Miranda Abney, marketing director at the Milk Processor Education Program. “Breaking records and consistently being a game changer for his team, it’s no surprise Love is one of the biggest names in the sport right now. In this campaign, exercisers everywhere can get a unique look into what he does on and off the court to get results."
More information about the Built With Chocolate Milk campaign and the science behind the recovery benefits of lowfat chocolate milk is available at BuiltWithChocolateMilk.com and through social media campaigns on Facebook (Facebook.com/BuiltWithChocolateMilk), Twitter (@Chocolate_Milk) and Instagram (@BuiltWithChocolateMilk).
MilkPEP, based in Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption.