by Amy Reiter in News, July 18th, 2014
by Lauren Miyashiro in News, March 13th, 2012
Do you remember the good old days — back before supermarkets and shopping centers swept into the suburbs and milk was routinely pasteurized, homogenized and contained in plastic — when the milkman, dressed in his crisp white uniform, used to come in his truck or horse-drawn wagon, glass bottles clanking, and a set fresh daily supply of dairy on your doorstep?
Yeah, me neither. But even those who are too young to have had personal experience with the family milkman may feel nostalgic about the simplicity and the directness of the farm-to-table connection his cap-and-bow-tie-wearing image evokes. That collective sentimentality, as well as an interest in buying local, a commitment to quality and the lure of time-saving convenience, is the driving force behind a new (old) trend: the return of the milkman.
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.
Will chocolate milk be your after?