Grocery chain The Kroger Co is launching a marketing campaign to educate customers about the nutritional benefits of eating more dairy foods, it said last week.
The campaign, which uses the slogan, "Fresh ... for Life," encourages families to eat at least three servings of calcium-rich milk, cheese or yogurt a day to build stronger bones and healthier bodies. The '3-A-Day' message is part of an ongoing education program by the American Dairy Association/National Dairy Council. The USDA also recommends at least three servings of milk, cheese or yogurt each day.
According to the USDA, most children do not get enough calcium in their daily diets. Nearly nine out of 10 teenage girls and seven out of 10 teenage boys fail to get the recommended amount of calcium in their daily diets.
Bruce Macaulay, Kroger's group vice president of grocery merchandising, said the company is hoping the campaign will position the store dairies as a convenient source of fresh dairy products. Kroger currently has 15 dairies, three ice cream plants and two cheese facilities.
The 3-A-Day messaging will feature throughout the year in "Fresh ... for Life" advertising, in-store signage and targeted promotions.
Cincinnati-based Kroger also operates convenience stores, fine jewelry stores, supermarket fuel centers and food processing plants.