Olympic effort to promote British milk

British sporting heroes and Olympic hopefuls have become the latest stars to sign up to a campaign to promote the benefits of drinking milk.

Olympic gold-medal winner Denise Lewis, cyclist Ed Clancy and European champion hurdler Andy Turner are just some of the athletes donning milk moustaches as part of the Make Mine Milk campaign.

Team Milk will feature on dairy vehiciles, billboards and on the sides of more than 2,300 double-decker buses across Britain.

Run by the Milk Marketing Forum – a consortium of milk processors supported by Dairy UK and the Dairy Council – it is hoped the campaign will promote the health benefits of drinking milk that is high in nutrients and low in fat.

The Olympic hopefuls follow other stars, including Grand Prix driver Jenson Button, celebrity chef Gordon Ramsay and pop star Pixie Lott, who have worn the iconic moustaches as part of the three-year, £7.5m campaign.

Sandy Wilkie, MMF chairman, said: “Milk has always had positive associations with sport and is an important part of many athletes’ diets.

“It is natural that after so many high-profile celebrity faces, we add some of the country’s top athletes to the roster of stars that have supported the campaign.

“This is the perfect time to show our support for British sport.

“We hope that Team Milk will inspire families across the country to incorporate low fat milk as part of a healthy and active lifestyle.”