It’s been kicked out of some school cafeterias, vilified as a junk-food beverage that’s contributing to childhood obesity. But chocolate milk is making a comeback with an unlikely new image: the perfect drink for Ironman and Olympic athletes after a grueling workout.
“It’s not the most intuitive thing to try chocolate milk,” admits Miranda Abney, marketing director at the Milk Processor Education Program, or MilkPEP, the same group responsible for the “Got Milk?” campaign from the 1990s.
But as overall milk sales have dropped in recent years, the dairy industry has been positioning chocolate milk as a contender in the fast-growing market for protein bars and shakes. Their target is adults, who have traditionally dismissed milk — especially chocolate milk — as a kid’s drink.
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