A new social media-led campaign has been launched by AHDB to coincide with England and Wales' participation in the Women's Euros.
MilkGoals went live on July 2, and is highlighting the growing influence of women's football in inspiring girls to get active, build confidence, and embrace the value of teamwork.
It will also champion the nutritional role British milk can play in supporting young athletes on and off the pitch.
At the forefront of the campaign is Nikita Parris, 2022 EURO champion and proud Lioness, who will engage with young female grassroots footballers and their parents across the country, sharing her own journey and highlighting how milk supports her performance as part of a healthy training routine.
Women's Euros
In mid-June, AHDB took Ms Parris back to her roots in Liverpool, filming with Girls2Goalz, a football academy founded by Liverpool Feds player Mia Parry, at the home of Liverpool Feds Women's Football Club.
AHDB will also release a new 'milk in sport' factsheet, that is accessible, easy-to-follow and will explain when, why and how milk can be included in the diets of active young people. The factsheet will be available digitally for parents through AHDB's website and social channels.
Ms Parris said: "As a professional footballer, eating a balanced diet is essential for me and British milk is an absolute staple.
"It is affordable, naturally rich in protein and vitamin B12 and I can have it every day - whether it is a cold glass after training or in my morning porridge. I have been enjoying it from my early days playing for my local team right through to joining the England squad."
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Carrie McDermid, AHDB head of domestic marketing, said: "Women's football is progressive and focuses on empowerment and teamwork.
Nikita Parris
"At Let's Eat Balanced we believe that British Milk can help to support this movement.
"Whether it is through insight from inspirational women in the field (or on the pitch) or simple nutrition or training tips, this campaign is all about showing how milk can support the physical wellbeing of young people."
MilkGoals follows the success of previous AHDB campaigns including Milk Every Moment, Eat Like a Lioness, and Milk Every Golden Moment, which together continue to position British milk as a trusted, nutritious part of a balanced, active diet. AHDB said it was committed to building long-term trust in British dairy, making it relevant to generations.
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