Moovit the Cow makes debut at BUCS Nationals

We launched the new mascot, Moovit the Cow, for our Milk Every Moment campaign at the British Universities & Colleges Sport (BUCS) Nationals in Sheffield on Friday 14 February.

Moovit, the black and white cow, took part in the mascot race and tried its hand (or hoof) at a range of different activities.

The Milk Every Moment team provided fun activities and free milk samples to the thousands of student-athletes and spectators who were there to highlight and celebrate university sports.

The campaign provides evidence-based information to university and college students on the benefits of milk, from its high-quality protein supporting muscle growth to its seven essential vitamins and minerals.

It emphasises milk’s affordability and natural advantage over high-sugar energy drinks and milk alternatives.

Our CEO Graham Wilkinson, who attended the event, said:

“It was a fantastic day! It’s wonderful to see the enthusiasm and sporting talent of the young people taking part. Of course, nutrition is a particularly important part of an athlete’s regime.

“We are working in partnership with BUCS, the national governing body for higher education sports in the UK, to ensure that students (especially Gen Z) have access to the facts about the role of dairy in a balanced, active lifestyle.

“With so much misinformation about dairy, it’s more important than ever to highlight why milk is a top-tier choice.”