NFL-Themed Milk Touches Down in Schools and Retail Groc... ( OVERLAND PARK Kan. Sept. 19 -- T...)

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

Date:9/19/2007

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 kids.

(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 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 offere
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