Get fit with milk in Germany
Self-optimisation, healthy eating and fitness are topics that concern consumers, particularly in urban areas. This is, why the Bavarian Dairy Association (LVBM) has set up and launched a pilot project in Munich at the fitness centre chain Fitness First.
In the fitness studios the LVBM teams informs gym-goers about the positive effects of milk and milk products in the sport, give nutrition tips and with tastings and specially developed recipe gives inspiration for more.
Under the motto “Fit with Milk. Conscious and Healthy Living,” the association has developed a stand concept, which was initially tested in three Fitness First studios. It was a success: around 1,800 sports enthusiasts were able to get information and try protein-rich milk snacks on three evenings and get in touch with fitness experts from the LVBM.
“Milk and dairy products are true power packs and naturally provide athletes with high-quality proteins and other important nutrients that they need to achieve their personal goals”, explains Maria Linderer, managing director of LVBM.
On social media, the association is showcasing its new profile, Milchmann Willi, who has been on the road with Instagram and gives exciting insights on the topic of milk, reports of interesting events as well as excursions, and regularly gives fitness and nutrition tips.
A total of 9.5 million Germans are registered as members of a fitness club at the end of 2015, which is 4.2 % more than in 2014. With the growing trend, isotonic drinks, protein bars and muscle powders are also booming. But what these artificially produced products can do, milk and dairy products have done for a long time. The high nutrient-physiological value of the milk is not known to many athletes, but the valuable ingredients of the milk are best suited for sports nutrition. This is where the team at the LVBM is relevant and creates positive connections for milk.
The association has also made a fitness flyer, which, in addition to general tips for things such as strength and endurance training, shows, how the milk supports training success. With the help of the included recipes nutrition-conscious people can step into action and prepare healthy, protein-rich dishes.
