The Chocolate Mustache Disappears

by in News, March 13th, 2012

chocolate milk
The Milk Processor Education Program (MPEP) has wiped away chocolate mustaches from its long-existing ad campaigns, USA Today reports. Soon the popular “Got Milk?” slogan will be reinvented to attract a different breed of Nesquik drinkers: athletes.

The new tag line, “My After,” presents chocolate milk as the post-workout solution.  NBA star Carmelo Anthony and Olympian Dara Torres have hopped on board and are testifying to the drink’s greatness. Gulping it down after exercise, they claim, is nourishing to the body.

But with the chocolatey beverage now being banned in schools across the country, is it actually good for you? Nutrition and fitness experts are divided. Some say the idea is a marketing ploy to boost faltering sales. Supporters state that the protein content helps muscles recover after exercise.

In a study published by the Medicine & Science in Sports & Exercise journal, three universities found that runners who drank fat-free chocolate milk following a difficult run went 23% longer in later workouts compared to those who drank carbohydrate-only sports drinks. While this sounds promising, skeptics argue the same boost can be provided by a healthy snack.

What do you think? Will chocolate milk be your after?

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Comments (4)

  1. Nicole says:

    While other alternatives are available , a choco milk is still a cheap practical option and taste like a reward after exercising !

  2. Debbe says:

    Sure, any excuse to drink chocolate milk! However, I'm an adult and the banning of chocolate milk in schools is for children. Also, the children were drinking it for lunch, not after exercise to replenish what they've burned off in a workout. Also, chocolate milk with the meal will kill the appetite, so the children may be more likely to skip their veggies (or other needed food group) at lunch. Chocolate milk could be good for an adult after a workout and not so good for a child as a drink to have with a main meal, when they're most in control of what they eat and drink. So, it's an apples to oranges comparison.

    • Pepe says:

      What about those sugary fruit juices that are always in school cafeterias? Are those a healthier alternative for children? And isn't it possible that many kids are eating lunch after participating in physical education? Perhaps it is best for parents to advise their children on what the most nutritional options are for them, since they'll always have access to junk food. As they say; all things in moderation! I don't think I'm alone in enjoying a tall, frosty glass of chocolate milk from time to time. Let's not deprive our youth of the tasty treats in life!

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