Empowering the next generation with the Milk Every Moment campaign

We are launching Milk Every Moment, a new campaign designed to highlight the numerous benefits of milk to young students involved in sport, on Monday 8 July.

In collaboration with British Universities and Colleges Sport (BUCS), the campaign will provide students with information on milk's role in a healthy, balanced diet.

The partnership aims to reintroduce these young students to the natural goodness of milk through relevant, interesting and entertaining content.

Milk Every Moment positions milk as a timeless staple in the fridge – not just as a beverage but a nutritional powerhouse.

The campaign underscores milk’s affordability and the fact it is a natural source of seven essential vitamins and minerals (vitamins B2, B5, B12, calcium, iodine, potassium and phosphorus), aiming to capture market share from high-sugar energy drinks and milk alternatives.

Other key messages will be to highlight milk as a natural source of high-quality protein, which supports muscle growth and maintenance, and its rich calcium content, which helps maintain normal bones.

These benefits make milk an excellent choice for helping to fuel athletic performance.

University students and Gen Z (those aged 18–25) are beginning to make independent dietary choices and are often exposed to misinformation regarding the nutritional value of dairy milk.

Milk Every Moment seeks to dispel myths by providing evidence-based information about milk’s benefits, such as its high protein content, and encourages its inclusion in their daily diets.

Our partnership with BUCS, the national governing body for higher education sports in the UK, is crucial for reaching this demographic.

BUCS operates across 165 universities and colleges, engaging over 500,000 individuals, including student-athletes and sports fans.

The Milk Every Moment campaign will feature on BUCS's:

• Instagram
• TikTok
• Emails
• Microsite
• In-person events

The BUCS Rugby Union National Championships will now be known as The Milk Cup.

Liam Byrne, AHDB Director of Marketing, said:

“We are thrilled to launch the Milk Every Moment Campaign in partnership with British Universities and Colleges Sport.

"This initial three-year programme marks an investment in the next generation of athletes and future leaders by highlighting the important role milk can play in supporting good nutrition, as part of a healthy, active and winning lifestyle.

“Many students have highlighted milk’s role in their muscle health and recovery. During this campaign, students will also learn more about the other nutritional benefits of milk, helping them to make more informed dietary choices.”

Will Roberts, CEO of BUCS, said:

“We are delighted to be working alongside AHDB to bring the Milk Every Moment campaign to those who compete in BUCS competitions and events each year, as well as to the wider student sports community.

“The benefits of milk for young athletes – both from a nutritional and budgetary perspective – are clear, and we are thrilled to be able to work alongside AHDB to highlight this message to a Gen Z audience.”