A new student survey conducted under the “Milk Every Moment” campaign by the Agriculture and Horticulture Development Board (AHDB) shows growing recognition among young people of milk’s nutritional benefits. The campaign, developed in partnership with British Universities and Colleges Sport in 2024, targets Gen Z students aged 18–25 and promotes milk as a natural source of high-quality protein and essential nutrients.
Results from the second-year survey reveal that 95% of students now see milk as part of a healthy, balanced diet, a 5% increase compared with April 2025. Awareness that milk provides a range of vitamins and minerals reached 83%, up 17%, while 76% of students recognise milk can support training or sporting performance, a 4% increase.
In addition, 71% now identify milk as naturally rich in high-quality protein, rising 14%, and 67% understand it as a natural source of vitamin B12, up 15%. The campaign continues to promote milk at major student sporting events including the BUCS Super Rugby Milk Championship, BUCS Nationals, and Big Wednesday, using interactive activities to educate students about dairy nutrition. The initiative also received recognition by winning two Cream Awards in 2025 — the Cream Awards Cup and the Dairy Influencers Award.
Source: Dairynews7x7 10th March, 2026 Read full article here
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