Wednesday, August 11, 2010

Apolo Ohno, Chris Bosh, endorse chocolate milk and the Refuel America program

Apolo Ohno has signed on as an endorser of the "Refuel
America program promoting lowfat chocolate milk.
I thought the "low fat chocolate milk is good for you" shtick had long since passed, but apparently the press about the new research was just the opening salvo in a new milk marketing campaign.    

Today a press release came out, announcing that eight-time speed skating medalist Apolo Anton Ohno and USA Basketball Men’s National Team member Chris Bosh are the latest celebrities to don a Milk Mustache and join some of America’s most-loved and top-performing athletes to announce a new campaign highlighting the importance of the two-hour recovery window after they have left the court, training and locker rooms. The “Refuel America” program aims to educate Americans that no matter what sport they play, lowfat chocolate milk is an easy, effective and cost-efficient way to refuel the body after a tough workout.

According to the Milk Processor Education Program (MilkPEP), a growing body of research supports chocolate milk’s recovery benefits.  Most recently, a series of four studies presented at the American College of Sports Medicine suggests that drinking lowfat or fat free chocolate milk after exercise can help the body retain, replenish and rebuild muscle to help your body refuel and could even help prepare muscles to perform better in a subsequent bout of exercise.

The group is also promoting a campaign to educate teen athletes on the role of chocolate milk in refueling their bodies after exercise and reward them for choosing milk. Teens can join the “Refuel & Reward” program which provides them with a “virtual personal trainer” via their mobile devices.  By texting REFUEL to 80800, teens will receive tips from world-class athletes and opportunities to win cool prizes including autographed gear.

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