How athletes usurped chocolate milk from kids
Geoffrey PrecourtWarc
The Milk Processor Education Program (MilkPEP) – a consortium of some 200 milk-processing companies across the US who together fund non-branded national promotional efforts – seems to have successfully turned the heritage of American youth culture on its head.
For decades, chocolate milk has been a treat for kids: the stuff of room-cleaning rewards, birthday-party sips and surreptitious trips to the refrigerator. But MilkPEP – without totally abandoning that rich legacy – has successfully repositioned the product to appeal to athletes as a post-exercise recuperative drink.
"Flavored milk has been...