The other day, I got a call from a USA Today reporter, and he asked me a very simple question. Is it really a good idea to be promoting chocolate milk to athletes when it’s clearly been identified as an enemy in our kids’ schools? My answer: Of course!
With all the press in recent months, you’ve probably come to realize that most of us take in way too much sugar. And now good ‘ole milk gets a bad rap when they find all that chocolate or strawberry-flavored goodness has been added. In fact, dietitians and parents alike have been clamoring to get flavored milk out of schools, arguing that it’s no better than soda or sugary sports drinks. Frankly, I don’t disagree. Kids simply don’t need sugar-sweetened milk on top of all the other forms of sugar they likely consume in a given day. But now, the folks behind all of those creative milk mustache ads have found a new demographic to market the sweet stuff to: active adults and athletes.
Sugar is the primary fuel during intense exercise, and when you’ve depleted your body’s stored sugar, it’s a good idea to replace that sugar in preparation for your next exercise session. Chocolate milk (or any flavored milk for that matter) does just that, and it also provides some high-quality protein for muscle recovery. Researchers have even studied it and found that it performs as well as, and sometimes even better than, scientifically-engineered recovery beverages. Plus, it’s cheap, readily available, and it tastes great.
Your carbohydrate intake should be tailored to your activity level, and if you’re an athlete or weekend warrior, there’s no better time than the post-workout recovery period to grab a little chocolate milk.
Check out the USA Today article.
3/10/2012 at 9:06 AM