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NFL-Themed Milk Touches Down in Schools and Retail Grocery Stores
Date:9/19/2007

d 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, Illin
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SOURCE Midwest Dairy Association
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