ELMHURST, IL – The American Dairy Products Institute (ADPI) and the members of the Dairy Protein Messaging Initiative (DPMI) are pleased to announce the launch of a new website (designed to communicate the benefits and positive attributes of proteins from milk, with a focus on protein ingredients: www.TheStrongInside.com. This proactive and impactful platform will serve as an informational tool to guide targeted consumers (“Protein Seekers”, millennials and women) with regards to their protein choices.
The Strong Inside message is the foundation of the Dairy Protein Messaging Initiative. Backed by science, but designed to appeal to consumers’ emotions, it emphasizes the unique value of proteins from milk in an engaging and positive way. 68% of American consumers want to consume more protein and many are turning to dairy alternatives. Through research conducted over several months, the DPMI developed and tested messages, and selected those which will effectively influence consumer choices. For a preview of The Strong Inside message – click here
“This is an important initiative for the dairy industry,” states Blake Anderson, President and CEO of ADPI. “With growing consumer interest in protein, and an expansion of protein sources and types, the industry felt now is the time to provide reliable information on the quality and benefits of proteins from milk, and to help protein seekers consider the quality of the protein — not just the quantity — they are consuming.”
BT Nauslar, Vice President of Business Development at Leprino Foods and supporting member of the Initiative states, “Leprino is 100% behind DPMI for a couple reasons. First, it’s great to see the pre-competitive collaboration of ADPI’s membership resulting in action. Second, we need this effort. Dairy products have fantastic and complete proteins that consumers need to hear more about. We’ve been out-shouted by plant-based protein competitors for quite some time. It’s nice to see the industry come together to start our version of the protein conversation with consumers.”
The new website will be an informative hub for The Strong Inside message with fact-based information to better assist consumers with making smart protein choices. It communicates the nutritional benefits of proteins from milk compared to other protein sources, seeks to refute myths and misconceptions, and fills the void with science-supported information about proteins from milk.
The Strong Inside message will also be promoted through digital ads, social media channels and partnership outreach. The DPMI is funded through voluntary support by co-sponsors ADPI, Agropur, FrieslandCampina and Saputo and 48 other sustaining and supporting members representing suppliers, the trade, associations and the press.
ABOUT THE AMERICAN DAIRY PRODUCT INSTITUTE (ADPI)
ADPI, The American Dairy Products Institute is the leading national trade association representing manufacturers and marketers of dairy-based ingredients. ADPI’s sole mission is to increase the worldwide use of dairy ingredients by marshaling the technical, manufacturing, and marketing resources of its members and others. For more information, visit our website at www.adpi.org
ABOUT THE DAIRY PROTEIN MESSAGING INITIATIVE (DPMI)
DMPI, The Dairy Protein Messaging Initiative is a creative, positive, industry-led and funded effort to defend the sector, by increasing consumer knowledge of dairy proteins and benefits vs. alternative proteins, and reposition dairy proteins in a positive, fresh and new perspective. It is focused on millennials, women, flexitarians and protein consumers. For more information, visit our website atwww.thestronginside.com
