SUCCESSFUL BODY BY MILK PROGRAM SERVES TEENS A REFRESHING NEW

Washington, D.C. (July 16, 2008)- The third year of Body By Milk, a program developed by the Milk Processor Education Program (MilkPEP) to educate teens about the nutritional benefits of milk, promises to keep teens engaged by offering more tools, resources and programming. A new promotion, "Go Pro for a Day" features a revolving online sweepstakes with monthly prizes including VIP access to games, adidas® gear, tips from professional trainers, and a chance to meet pro athletes. New promotional posters and celebrity banners for schools will showcase adidas® athletes and reinforce the "Refuel with Chocolate Milk" nutritional messaging.

The new 2008/2009 theme promotes chocolate milk as a smart beverage choice following physical activity. Some studies suggest that milk's unique mix of key nutrients may help teens refuel and rehydrate after exercise. Milk also helps students build muscle when combined with exercise. Plus, when compared to other beverages available to teens today, chocolate milk provides nine essential nutrients not found in most traditional sports drinks.

"The third year of Body By Milk provides some great opportunities for school food service directors to encourage their students to choose a healthier beverage and drive more milk sales," said Julie Buric, vice president of marketing for MilkPEP. "The Refuel Your School program will get teens thinking more about chocolate milk and expands the opportunities to reach coaches and teams looking for nutritious beverages for athletes."

American teenagers responded strongly in year two of the Body by Milk® program by the Milk Processor Education Program (MilkPEP) withincreased and high rates of participation in schools. Results from a sample survey conducted by Prime Consulting Group reports that weekly servings of milk at high schools and middle schools increased by 7.5 percent and 8.8 percent respectively during the 2007/2007 academic years. Since the program's inception in 2006, cumulative growth in secondary schools has seen double digit increases averaging 15.3 percent for all secondary schools.

Schools across the United States will begin receiving materials in August. If your school does not receive a kit by August 31st, please call 800-945 MILK. More information is available online at www.milkdelivers.org.

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The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache "got milk?" Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to www.milkdelivers.org. The tagline "got milk?"® was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.

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July 16th, 2008

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SUCCESSFUL BODY BY MILK PROGRAM SERVES TEENS A REFRESHING NEW

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