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Protein Remains a Powerhouse Promotional Tool for Milk

Jan 04, 2017

Almost 60 percent of Americans consider protein when purchasing packaged foods and beverages, and the majority are trying to get more in their diet, according to the Datamonitor Consumer’s Product Launch Analytics database. What’s more, simply communicating “eight grams of protein” on packaging and beyond could have significant potential to make a positive impact on milk consumption, according to consumer research from the Milk Processor Education Program (MilkPEP).

Building on this research and last year’s promotional success with protein, MilkPEP this week launched its second phase of the My Morning Protein program, which reinforces milk as a protein powerhouse and prompts consumers to consider if they are getting the recommended 25-30 grams of protein at breakfast or in other snacks before noon. On average, Americans only get 13 grams of protein at breakfast. The campaign asks them to kick off their mornings with milk for more energy and focus throughout the day and to pair it with a range of combinations, including cheese and yogurt.

MilkPEP’s fully integrated program will include a national media campaign with Food Network Magazine in the first quarter of 2017, supported by a satellite media tour, partnerships with key influencers and social content to deliver facts, infographics and advice on suggested protein pairings. The program also offers opportunities for milk processors to develop their own pairing partnerships, build brand excitement among retailers and encourage consumers to start the week off strong with Milk Mondays.

“Let us feature your brand,” said Christine Thompson, marketing manager at MilkPEP, who is coordinating the program. “We encourage processors to submit content that features your portfolio of products with tips, recipes, advice and ideas specific to your brand, and it may be featured on”

Entries should be sent to

For more details, contact Thompson at

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