Under each tab on the site, a picture of the kind of athlete for whom chocolate milk would be an ideal post-workout beverage is featured prominently. They include a tennis player, a soccer player, a basketball player, a cyclist, a runner and a hockey player.
The “Recharge With Milk” site also addresses two of chocolate milk’s natural competitors—protein shakes and white milk.
The former, it says, contain many of the essential nutrients needed by your body after strenuous exercise but they’ve got far more protein than most athletes need as part of a balanced diet. There are also more basic reasons in chocolate milk’s favor, including that a 500-milliliter serving costs less than half of a protein shake, there’s no measuring and mixing (and none of those annoying floating globs of powder), and it’s difficult to travel more than a few blocks without passing a grocery store, convenience store, restaurant or fast-food joint that doesn’t have chocolate milk on the shelf or menu.
Of course, the site reminds your inner child that chocolate milk also tastes great.
Label readers are also able to compare nutritional facts of chocolate milk, white milk, sports drinks, energy drinks, water, fruit juices and pop under the “Chocolate Milk Compared” tab.
For example, a 500-milliliter container of chocolate milk has more calories than the same amount of white milk (332 versus 258), but fewer grams of fat (five versus ten). They have roughly the same amount of protein (16 grams versus 17 grams), but chocolate milk has more carbohydrates (55 grams to 24 grams) and more electrolytes (322 milligrams of sodium versus 212 milligrams and 898 milligrams of potassium versus 774 milligrams).
Sports drinks—the beverage of choice among most athletes—have 127 calories, zero grams of fat, zero grams of protein, 32 carbohydrates, 204 milligrams of sodium and 56 milligrams of potassium in a 500-milliliter container.
Energy drinks, which have carved out a significant niche among athletes in recent years, have 235 calories, zero grams of fat, one gram of protein, 57 carbohydrates, 435 milligrams of sodium and 15 milligrams of potassium.
Soft drinks, predictably, fare poorly, with 220 calories, zero fat and protein, 56 grams of carbohydrates, 20 milligrams of sodium and 6 milligrams of potassium. Water, meanwhile, has 10 milligrams of sodium and nothing else of nutritional value.
Considering they’re close relatives, the chocolate milk website doesn’t slag white milk so much as position it as a better alternative for people who aren’t as hard core with their exercise. It also points out that white milk doesn’t need to be consumed within a 15- to 30-minute time limit as chocolate milk does in order to provide the benefit. Instead, you can pour yourself a glass “anytime after exercise.”
“If you are a moderate to high-intensity exerciser (such as a runner, hockey player, marathoner or triathlete), you may need the higher levels of carbs found in chocolate milk to replenish muscle glycogen burned during exercise,” the site says under the “Chocolate or White?” tab.
“If you are a lower-intensity exerciser (such as a walker or casual golfer) the additional carbs in chocolate milk may not be needed, since significantly less glycogen is burned during your workout. For you, white milk is a great choice along with a balanced diet.”
So is this brand in line online? Considering the brand is really the Diary Farmers of Canada—yes. The website is hearty, healthy and informative, and hoping to grow a whole new crop of consumers with what many may suspect is a little fertilizer.