Not All Protein Shakes are Created Equal: Organic Valley Launches "Brononymous Hotline" to Save Protein-Challenged Bros with its Organic Fuel™ Milk Protein Shake

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Aug 18, 2015, 09:30 ET

LA FARGE, Wis., Aug. 18, 2015 /PRNewswire/ -- In a follow-up to its hit "Save the Bros" campaign earlier this year, Organic Valley, one of the nation's leading organic brands, is launching a sequel to educate consumers about the benefits of Organic Fuel, the first-ever organic milk protein shake. Organic Valley's 11oz. Chocolate Organic Fuel is now the #1-selling protein drink in the natural channel (according to June 2015 IRI data).

Organic Valley's "Brononymous Hotline" helps bros protein responsibly.

The integrated social campaign launched August 18 at SaveTheBros.com and features the "Brononymous Hotline," an anonymous Twitter outreach program aimed at the millions of bros who don't realize the potential dangers of chugging protein shakes made with scary chemicals and artificial ingredients.

Packed with 26 grams of milk protein, 70 percent of the recommended daily intake (RDI) of calcium and no artificial sweeteners, Organic Fuel is an ideal combination of protein and carbohydrates for powering muscles and aiding in post-workout recovery.

"Protein is essential pre- and post-working out, especially within 30 minutes of exercise, but choose your protein source wisely," says Joel Harper, NYC celebrity trainer. "I love organic dairy as a protein source. Organic Valley's new milk protein shakes are my go-to between workouts. They are certified organic with a short list of clean ingredients. And they taste fantastic."

People who visit the Brononymous Hotline can anonymously help a bro by entering his Twitter handle and selecting from a number of reasons why he's worth saving, such as his knack for perfecting the art of hair sculpting or preserving the ancient art of tribal tattoos. Each of the seven videos reminds viewers to "please protein responsibly." The Brononymous Hotline will then tweet at your bro with a personalized video and a coupon to try Organic Fuel.

"Everyone knows a bro. And to know a bro is to love a bro," says Lewis Goldstein, vice president of Brotection at Organic Valley, the cooperative of nearly 1,800 organic farmers. "But too many bros are drinking janky protein shakes that could endanger their awesomeness. The hotline will make it easy to anonymously reach out to the bros in our lives and let them know we care."

In addition to Organic Fuel's naturally occurring milk sugars, only organic and fair-trade unrefined cane sugar is added to balance the protein. The result is a 1:1 protein to carbohydrate ratio for rapid protein absorption, making Organic Fuel a powerful complement to any workout regimen. Organic Fuel comes in two flavors, Chocolate and Vanilla, with a SRP of $3.89 each or $14.99 for a four-pack. For more details and complete nutritional information, go to ov.coop/fuel.

Like all Organic Valley products, Organic Fuel is made with a simple list of high-quality, USDA Certified Organic ingredients, and contains no artificial flavorings, sweeteners, GMOs or other junk often found in leading muscle recovery drinks. Organic Fuel gets its protein from real, pasture-raised organic milk.

BRONONYMOUS HOTLINE: http://youtu.be/oc5Pqkyk66M

HAIR GEL: http://youtu.be/P7jv4cdN0cQ

TRIBAL TATTOOS: https://youtu.be/GiEBhCifENI

About Organic Valley
Founded in 1988, Organic Valley is America's largest cooperative of organic farmers and one of the nation's leading organic brands, representing approximately 1,800 farmers in 36 states. Focused on its founding mission of saving family farms through organic farming, Organic Valley produces a variety of organic foods, including organic milk, soy, cheese, butter, spreads, creams, eggs, and produce, which are sold in supermarkets, natural foods stores and food cooperatives nationwide. With its regional model, milk is produced, bottled and distributed right in the region where it is farmed to ensure fewer miles from farm to table and to support our local economies. For further information visit www.organicvalley.coop. Organic Valley is also on Twitter @OrganicValley and Facebook www.facebook.com/OrganicValley.

CONTACT:
Kristin Sullivan
[email protected], (612) 372-6458

SOURCE Organic Valley