SAN CLEMENTE, Calif., May 21 /PRNewswire-HISPANIC PR WIRE/ — With the momentum building for this summer’s World Soccer Tournament, the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk), wants to keep chocolate milk top of mind with sports enthusiasts. A study in the International Journal of Sports Nutrition and Exercise Metabolism shows that when chocolate milk is consumed 30 minutes after practice, athletes’ muscles recovered better and more quickly when compared with other commercial sports drinks. To educate Latinos about this health message, the CMPB has partnered with licensed professional physical trainer Eugenio Peregrina, who works with various soccer clubs in Mexico including Chivas, Monterrey and Guadalajara, and recommends chocolate milk to his athletes.
“While chocolate milk is a drink that’s well-loved by kids of all ages, it’s also beneficial to athletes and those who are physically active,” says Peregrina. “Chocolate milk contains the right combination of calcium, protein and carbohydrates to provide essential nutrients to strengthen bones and rebuild muscle cells.”
As a sports trainer and nutritionist, Peregrina is responsible for providing the right foods to the soccer elite he trains in Mexico. A former soccer athlete himself, he knows firsthand what the body needs to refuel and perform day-after-day like a well-oiled machine. His reasons for recommending chocolate milk include:
— It’s cheaper, easily available and effective: Chocolate milk is a drink that is easily available and commonly found in many household refrigerators. Research shows that, with its high carbohydrate and protein content, chocolate milk may be considered an excellent alternative to commercially available sports drinks.
— Fancier is not necessarily better: When it comes to fueling young athletes for demanding sports like soccer, fancy sports foods and drinks are not necessary. What is important is to consume a diet rich in carbohydrates, protein and other nutrients which provide essential glycogen stores for running the body.
— Supplements can be expensive and harmful: Expensive sports bars don’t provide any more energy than healthy foods like fruits and vegetables. Protein powders and other supplements don’t give you more protein than a glass of milk.
To reach consumers firsthand, Peregrina will be hosting nutrition clinics with young soccer players. During these sessions, kids, their coaches and parents will learn about the power of chocolate milk, receive tips to maximize performance on the field and receive TOMA LECHE soccer balls and giveaways. The TOMA LECHE soccer nutrition clinics will take place in:
Los Angeles Area
Saturday, May 22
12 p.m. to 2p.m.
Bell Gardens Elementary
5620 Quinn St., Bell Gardens
San Diego Area
Sunday, May 23
11 a.m. to 1 p.m.
Voyager Park Upper field
1178 E. J St., Chula Vista
Peregrina’s nutrition clinics coincide with the launch of CMPB’s brand new Spanish-language TV spot called ‘Sports Beverage’ (Bebida Deportiva) as part of its ‘More than Just Milk’ (Mucho Mas Que Leche) campaign. The spot is a beautiful montage of various scenes of athletes practicing their craft: from boxing to basketball to volleyball and gymnastics. What appears to be a classic sport beverage commercial surprises audiences when they realize that the beverage that keeps the athletes going and strong is chocolate milk. The spot ends with the message, “The nutrients in milk help with muscle recovery post exercise. TOMA LECHE.”
To learn more about the health benefits of milk and chocolate milk, visit http://www.muchomasqueleche.com.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com and http://www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
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SOURCE The California Milk Processor Board