AHDB launches MilkGoals dairy campaign for Women’s Euros

The AHDB has kicked off its latest consumer marketing campaign to coincide with the Women’s Euros football tournament, highlighting the health benefits of milk.

The levy board has worked with England footballer Nikita Parris to promote British dairy across social media.

A factsheet about the nutritional value of milk has also been released to showcase how milk can play a vital role in the diets of younger people.

See also: Consumer campaigns shine spotlight on quality British meat

Ms Parris said: “As a professional footballer, eating a balanced diet is essential for me and British milk is an absolute staple.

“It’s affordable, naturally rich in protein and vitamin B12 and I can have it every day – whether it’s a cold glass after training or in my morning porridge.”

The initiative follows the AHDB’s Milk Every Golden Moment campaign last summer, which ran alongside the Olympics.

Carrie McDermid, AHDB head of domestic marketing, said: “Women’s football is progressive and focuses on empowerment and teamwork. At Let’s Eat Balanced we believe that British Milk can help to support this movement.

“Whether it is through insight from inspirational women in the field (or on the pitch) or simple nutrition or training tips, this campaign is all about showing how milk can support the physical wellbeing of young people.”