Plant proteins continue to dominate today’s food conversation, with lab-grown proteins and even insect proteins getting their fair share of headlines. Dairy protein suppliers have been working together for the past two years to communicate the power of dairy proteins. And it is working.
The dairy protein industry has joined forces to communicate the many years of research supporting the nutritional superiority and health benefits of milk proteins. It is a marketing effort to assist consumers with making smart protein choices based on their dietary needs. That is because all proteins are not created equal.
The Dairy Protein Messaging Initiative (DPMI) was introduced to the industry at the ADPI/ABI Annual Conference held May 5 to 7, 2019, in Chicago. The DPMI developed The Strong Inside campaign, which is all about creating a conversation about protein in order to fuel shoppers with science-supported knowledge so they can make their own protein decisions. It’s a positive, consumer-insight driven messaging program that was formed by the American Dairy Products Institute (ADPI), Elmhurst, Ill. It is important to note that ADPI, nor the campaign receives dairy industry “check off dollars” from dairy producers. It is supported by membership of suppliers, associations, trade publications and others in the supply chain. For more information, link HERE.
I highly encourage you to watch this VIDEO about The Strong Inside. The time is right to get this messaging out, especially to younger consumers.
If you would like to watch the on-demand The Strong Inside webinar, which was held September 10, link HERE.