The Agriculture and Horticulture Development Board (AHDB) is set to launch its ‘Milk Every Moment’ campaign on Monday, July 8.

The campaign is designed to highlight the numerous benefits of milk to young students involved in sports.

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

The partnership aims to reintroduce the young students to the natural goodness of milk through “relevant, interesting and entertaining content”.

AHDB director of marketing, Liam Byrne, said: “We are thrilled to launch the Milk Every Moment Campaign in partnership with British University College Sports.

“This initial three-year programme marks an investment in the next generation of athletes and future leaders by highlighting the important role milk can play in supporting good nutrition, as part of a healthy, active and winning lifestyle.

“Many students have highlighted milk’s role in their muscle health and recovery. During this campaign, students will also learn more about the other nutritional benefits of milk, helping them to make more informed dietary choices.”

Milk Every Moment

The Milk Every Moment campaign positions milk as a timeless staple in the fridge, not just a beverage, but a “nutritional powerhouse”, AHDB said.

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 of interest will be to highlight milk as a natural source of high-quality protein, that supports muscle growth and maintenance, and its rich calcium content, which helps maintain normal bones.

AHDB said university students and Gen Z are beginning to make independent dietary choices and are often exposed to misinformation regarding the nutritional value of dairy milk.

‘Milk Every Moment’ seeks to dispel myths by providing evidence-based information about milk’s benefits, such as its high protein content, and encourages its inclusion in their daily diets.

AHDB said its partnership with BUCS is crucial for reaching this demographic.

The ‘Milk Every Moment’ campaign will be featured on BUCS social media channels – Instagram, TikTok, emails, microsite, and in-person events.

The BUCS Rugby Union National Championships will now be known as The Milk Cup.

Chief executive of BUCS, Will Roberts, said: “We are delighted to be working alongside AHDB to bring the Milk Every Moment campaign to those who compete in BUCS competitions and events each year, as well as to the wider student sport community.

“The benefits of milk for young athletes – both from a nutritional and budgetary perspective – are clear, and we are thrilled to be able to work alongside AHDB to highlight this message to a Gen Z audience.”