The Midwest Dairy Association is linking football and milk in NFL-branded containers for schools and retail stores from Roberts Dairy Company.
Gridiron Milk will be available in a range of flavors, including 2% chocolate and fat-free strawberry. The 8-ounce containers also carry the 21 National Football League team logos and plugs NFLRush.com, the league’s web site aimed at kids.
The objective is to increase milk sales by encouraging more milk consumption among youngsters. “Participating schools, dairy farmers and Roberts all have a stake in presenting milk in new an innovative ways that are attractive to consumers,” said Midwest Dairy CEO Mike Kruger in a statement.
Midwest Dairy figures the Gridiron Milk branding will spur schools to participate in the New Look of School Milk, a program seeking to make moo juice more appealing to kids by packaging it in the colorful plastic containers. Along with the NFL logos, the containers also carry the 3-A-Day of Dairy logo, intended to remind consumers about recommended dietary guidelines.
Elementary, middle and high schools in Kansas, Missouri and Nebraska are being provided with Gridiron Milk, with schools being offered incentives, including promotional items, sweepstakes and scholarship opportunities.
Gridiron Milk will be distributed in retail grocery stores, restaurants, hospitals and vending machines in Arkansas, Illinois, Kansas, Missouri, Nebraska and Oklahoma.
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