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OVERLAND PARK, Kan., Sept. 19 /PRNewswire-USNewswire/ -- The Midwest
Dairy Association has introduced a new Gridiron Milk(TM) branded product
line to schools and retail grocery stores for the 2007 NFL season. Omaha,
Nebraska- based processor Roberts Dairy Company is distributing the product
line in Kansas, Missouri and Nebraska. Gridiron Milk is packaged in 8-ounce
plastic resealable containers and features all 32 collective NFL team
marks, as well as highlights NFLRush.com, the NFL's interactive website for
(Photo: http://www.newscom.com/cgi-bin/prnh/20070919/DCW001 )
"Kids know milk helps athletes play well. Drinking Gridiron Milk at
school and at home is one way kids can get the same nutritional benefits
for their own growing bodies," said Lori Lackner, Midwest Dairy Retail
Gridiron Milk is available year-round in a variety of flavors,
including fat-free, 1 percent and 2 percent white; fat-free and 2 percent
chocolate; and fat-free strawberry.
The goal for the Gridiron Milk product line is to increase overall milk
sales and consumption.
"Through the marketing efforts of Roberts, Midwest Dairy and the NFL,
we are providing a product that incorporates one of the most recognizable
and popular sports brands everywhere milk can be or should be offered,"
said Jon Bebermeyer, Roberts General Sales Manager.
"It is a win-win for all of the parties involved. Participating
schools, dairy farmers and Roberts all have a stake in presenting milk in
new and innovative ways that are attractive to consumers," said Midwest
Dairy CEO Mike Kruger.
Additionally, Midwest Dairy believes Gridiron Milk will help increase
the number of schools offering New Look of School Milk, a program that
presents milk prominently in attractive plastic containers that appeal to
students. Research has shown that kids consume more milk when it is offered
cold, in different flavors, and in fun, grab-and-go containers.
"Many kids aren't meeting the daily requirement for calcium, putting
them at risk for osteoporosis later in life. Selling Gridiron Milk in
schools offers students a nutritious and delicious beverage that's fun to
drink. And, one bottle provides almost a third of a student's daily calcium
needs," said Stephanie Cundith, Registered Dietitian with Midwest Dairy.
Adorned with the 3-A-Day of Dairy(TM) logo, Gridiron Milk also reminds
families to get the Dietary Guidelines for Americans' recommended three
daily dairy servings.
For decades, the American Dairy Association/National Dairy Council
(ADA/NDC) has teamed up with individual NFL players and coaches to
communicate with kids about the benefits of good nutrition and physical
activity. The ADA/NDC through Dairy Management Inc. (DMI) formalized that
relationship with a four-year sponsorship of the NFL in 2004. Since then,
DMI has leveraged its NFL sponsorship through a variety of programs that
include retail promotions, public relations, use of league marks, local
partnerships with team leagues, and a national school program with the NFL.
Midwest Dairy Association, a DMI affiliate, has worked with NFL teams in
Kansas City, St. Louis, Chicago and Minneapolis.
"The NFL is thrilled to add another element to our partnership with
Dairy Management, Inc. with the introduction of Gridiron Milk. This
innovative healthy offering for kids complements very well the NFL's
long-term commitment to improving the health and fitness of the next
generations," said Peter O'Reilly, NFL Director of Marketing.
Elementary, middle and high schools in Kansas, Missouri and Nebraska
are being serviced with the Gridiron Milk product line. Schools that sell
Gridiron Milk are eligible for incentives, including promotional items,
sweepstakes and scholarship opportunities, as well as participation in
dairy display contests.
Consumers in Arkansas, Illinois, Iowa, Kansas, Missouri, Nebraska and
Oklahoma can find the product at a variety of locations including retail
grocery stores, restaurants, hospitals, as well as in vending machines.
Initially, Midwest Dairy is working with Roberts to distribute the
product in the Midwest region. However, if processors in other parts of the
country show interest in the product, it is possible that distribution of
Gridiron Milk could become more widespread.
Midwest Dairy Association is a nonprofit, farmer-funded organization
responsible for increasing demand for dairy products on behalf of dairy
farmers in a nine-state region that includes: Minnesota, South Dakota,
North Dakota, Iowa, Illinois, Missouri, Kansas, Arkansas and eastern
Oklahoma. For more information, visit http://www.midwestdairy.com or
Dairy Management Inc.(TM) (DMI) is the nonprofit domestic and
international planning and management organization responsible for
increasing sales of and demand for U.S.-produced dairy products and
ingredients on behalf of America's dairy producers. DMI manages the
American Dairy Association(R), National Dairy Council(R) and U.S. Dairy
The 3-A-Day(TM) of Dairy nutrition education and marketing program was
launched by the American Dairy Association(R)/National Dairy Council(R)
(ADA/NDC) in January 2003. 3-A-Day(TM) of Dairy is supported by integrated
marketing efforts including retail promotions, public relations, online
marketing and advertising. The 3-A-Day(TM) of Dairy logo is a mark owned by
Gridiron Milk(TM) is a Registered Trademark of Midwest Dairy
Team names/logos are trademarks of the teams indicated. All other NFL-
related trademarks are trademarks of the National Football League.
SOURCE Midwest Dairy Association