NFL-Themed Milk Touches Down in Schools and Retail Grocery Stores

Sep 19, 2007, 01:00 ET from Midwest Dairy Association

    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, the NFL's interactive website for
     (Photo: )
     "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
 Marketing Manager.
     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 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
 Export Council(R).
     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