‘Got Milk’ changes focus to… chocolate milk

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DENVER -- The company behind the iconic “Got Milk” campaign is changing its tune after a new study that says chocolate milk has a number of benefits as a sports recovery drink.

The kid friendly milk mustache has been wiped away to make room for some muscle. The new sales pitch, debuting March 10th will feature super star athletes claiming chocolate milk helps them refuel after a tough workout.

“It’s amazing what replenishing your body in the appropriate amount of time can do,” says Ed Riegert, marketing director for Runner’s Roost in Denver.

Is slamming a carton of chocolate milk after a vigorous workout the new recovery drink?

“For simplicity sake I think that`s the number one benefit to chocolate milk has it gets you what you need,” adds Riegert.

The debate over its benefits are mixed.

“It also comes with so much sugar and carbohydrates its' too much for the body to process at that one time it's going to be store as fat,” says Billy Van Heusen, owner of Max Muscle Nutrition in Denver.

Those in the business of sports nutrition are the biggest skeptics.

“The fact that the $2.5 billion flavored milk industry funded these studies says along about the information we are getting,” Van Heusen says.

Milk may be packed with protein but medical experts say marketing it as a sports recover drink is a stretch.

It`s a good drink it`s a ‘B-minus’ if you will. There are also ‘A-plus’ out there if you really want to get serious about muscle recovery,” says Dr. W. Rafer. Leach of Guardian Urgent Care in Denver.  “It`s a good recovery drink you can do better.”

Dr. Leach says Whey protein drinks and recovery drinks with a low glycemic index are much better after an intense workout. He also says slamming a bunch of chocolate milk after a light workout will be counter-productive and actually make you gain weight in the long run.

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