This June, school’s out and breakfast is in as the national Milk Mustache “got milk?” Campaign is celebrating June Dairy Month. MilkPEP (Milk Processor Education Program) is kicking off the summer with an integrated program featuring tips and recipes to help families start the day right with one of America’s morning favorites, milk. With school out for the summer, this annual tradition is a great opportunity for retailers to increase sales of breakfast products, including milk, especially as kids and their parents adjust to a new routine of longer days, later wake-up times and less structure during the day.
More than half of parents (52%) find it challenging to keep their kids on a breakfast schedule during the summer, according to a new survey. This is a perfect time for retailers to help their shoppers transition into the summer months by reminding them that each glass of milk provides nine essential nutrients, including 8 grams of high-quality protein. “June Dairy Month is a natural tie in for retailers to promote the breakfast-at-home meal occasion, which is an $8.9 billion retail growth opportunity,” said Julia Kadison, Vice President of Marketing for MilkPEP. “Our free resources make it easy to get the message out there to shoppers who will be looking for simple and healthy breakfast solutions as they reset their families’ morning routines.”
MilkPEP’s June Dairy Month program includes:
- New News: National media, social media and influencer outreach to celebrate the many benefits of milk (including insights from kids on their morning meal)
- Retail Tools: Breakfast-focused tools, point-of-sale materials and more available at gotmilksales.org
- Supermarket RD Resources: Toolkits filled with recipes, tips and other materials to help in-store dietitians celebrate June Dairy Month, available at MilkPEP’s Supermarket RD Hub
- New Content: Facebook.com/MilkMustache and @MilkMustache will feature new content including recipes and tips celebrating the start of summer and new breakfast routines (content available to retailers and beyond).