Dairy Processor News

NFL running back endorses Rockin’ Refuel flavored milk from Shamrock Farms

February 28, 2012

Shamrock Farms Rockin refuel Peyton Hillis Dairy Foods dairyfoods.comShamrock Farms, owner of the Rockin' Refuel brand, announced Tuesday that it is launching a national advertising campaign with running back Peyton Hillis. Rockin' Refuel is a 100% milk sports recovery beverage providing high-quality protein and other essential nutrients.

The ads for the milk (sold in chocolate, strawberry and vanilla flavors) will appear in Sports Illustrated, Muscle & Fitness and Muscle & Body as well as several popular websites targeted towards active men. The 12-ounce bottles are available in major retail and convenience stores. An 11-ounce shelf-stable variety is sold online.

Hillis, who played for the Cleveland Browns in 2011, is 6 feet, 2 inches tall and weighs 250 pounds, according to ESPN.com.

Shamrock Farms, Phoenix, manufactures the brands Rockin' Refuel, protein-fortified flavored milk and Shamrock Farms Mmmmilk,sold in all 22,000 Subway restaurants nationwide. According to the 2011 Dairy 100, Dairy Foods’ annual ranking of the nation’s largest dairy processors, Shamrock Farms ranked 52 with estimated revenues of $325 million in the year ended Sept. 30, 2010. The company processes milk, organic milk, whipping cream, sour cream, cottage cheese, creamers, ice cream and novelties.

Containing 20 grams of high-quality protein and featuring a 2:1 carb to protein ratio that is ideal for optimal muscle recovery, Rockin' Refuel is said to be the protein beverage of choice at more than 100 university and high school athletic programs. It is also the Official Protein Beverage at the St. Vincent Sport Performance facility in Indianapolis, which trains more than 300 professional and amateur athletes.

"Rockin' Refuel takes the proven muscle recovery benefits of regular chocolate milk to the next level by featuring extra protein," said Sandy Kelly, Sr. Director of Marketing at Shamrock Farms. "Peyton is an advocate for Rockin' Refuel because he believes in its nutritional benefits to help improve his game – and he loves the taste."

In addition to the advertising campaign, Hillis is part of Rockin' Refuel's national nutrition education campaign to help players, parents, coaches and athletes of all ages to promote smart sports nutrition and the importance of protein as well as a member of Team Rockin' Refuel.

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