• USA Today, Friday, March 9, 2012 10:41 AM

Chocolate milk makers are aiming for jocks. The national milk processors organization known for "Got Milk?" is launching the campaign just as cities from Los Angeles to the District of Columbia have eliminated chocolate milk from schools, and consumption has dropped four of the past five years. This is the first time in 17 years that the Milk Processor Education Program hasn't used its milk mustache image in an ad. The new tag line for chocolate milk: My After.

"As the pressure on schools has grown to get chocolate milk out, they're looking for any new marketing," says Marion Nestle, nutrition professor at New York University. "I'd never recommend drinking a sweetened drink. People shouldn't drink their calories."

But Brian Zehetner, chief science officer for Anytime Fitness, a fitness franchise with no connections to the milk industry, says drinking chocolate milk to help the body recover after a strenuous workout "is actually a good idea. I recommend chocolate milk to athletes I work with."

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