US dairy associations are rolling out a new 'Healthy Weight with Dairy' advertising campaign next week to tout scientific research linking dairy consumption with reduced body weight.
Milk processors, through the MilkPEP (Milk Processor Education Program), will allocate more than $5 million this year to support the campaign.
International Dairy Foods Association (IDFA) president and CEO E. Linwood Tipton said the new campaign "has the potential to make a major impact on how people view dairy products".
The campaign is based on recent studies thatsuggest a link between dairy food consumption and weight management. A university of Hawaii team presented a study at the Experimental Biology meeting in San Diego this year showing that girls who consume more calcium tend to weigh less and have lower body fat than those with low calcium consumption, although it was not important whether the calcium came from dairy products or supplements.
And while the dairy industry is keen to boost sales of milk, cheese and yogurt, which have been affected by dieters seeking to avoid animal fats, there has also been evidence in recent months linking cheese consumption and testicular cancer, and dairy products with breast cancer incidence.
The industry will however base its healthy message around a reduced-calorie, lowfat diet, and remind consumers of the importance of getting enough exercise.
While research has still not determined fully the role played by dairy products on metabolism, early findings, some funded by the National Dairy Council, suggest that calcium could be key to certain metabolic processes.
The campaign will involve a print advertising initiative, national and regional public relations, and trade and health professional efforts. There will also be a new consumer website offering information on the research.
The IDFA is also to present two sessions at Worldwide FoodExpo to review the science and the marketing efforts of Healthy Weight with Dairy.