The new campaign launched by AHDB aims to put UK milk at the heart of national conversation and sports this summer.
In a time coinciding with the UEFA Women’s Euro 2025 Championship, Milkgoals is a youth-centric campaign that highlights the role of milk in the diet of young athletes.
The Levy Organization’s campaign was released this week and focuses on the rise of women’s soccer profiles as a source of inspiration for girls around the country.
Leading by the 2022 Euro Champion and England’s Lioness Nikita Paris, the Milk Goal aims to connect with grassroots players and their families via social media and digital platforms.
“As a professional soccer player, eating a balanced diet is essential to me, and UK milk is an absolute staple,” Paris said.
“It’s affordable, naturally rich in protein and vitamin B12, so you can have it every day, whether it’s a cold glass after workout or a morning ridge.
“I have enjoyed myself from the early days of playing for a local team to joining the English team.”
As part of the campaign, AHDB filmed with Girls2Goalz, a football academy founded by Liverpool Feds Player Mia Parry, home to the Liverpool Feds Women’s Football Club.
The visit brought Paris back to her hometown of Liverpool, interacting with the young players and sharing her story.
In addition to promotional content, AHDB is releasing a new milk fact sheet aimed at helping parents understand how milk can support active children. Resources are available through AHDB’s website and social media channels.
Carrie McDermid, head of national marketing at AHDB, said the campaign reflects wider changes in both sports and public health.
“Women’s soccer is progressive and focuses on empowerment and teamwork. I believe that when it comes to balance, British Milk will help support this move.
“Whether through insights from inspirational women on the field (or on the pitch), or simple nutrition or training tips, the campaign is to show how milk can support the physical health of young people.”
Milk Goal is built on the momentum of previous AHDB campaigns like Eat, such as Lio Lions and Milk, which have tried to make British dairy products relevant and attractive to the younger generation, and have tried to eat them like Lio Lions and Milk.
The initiative is part of Levy Group’s broader, diet-balanced campaign to promote healthy diets and build long-term trust in UK agriculture and food production.
