MilkPEP wants athletes to make chocolate milk part of their recovery routine and encourages retailers and brands to tap into the $3.3 billion sports-drink industry with the refuel with chocolate milk message.

The group behind the National Milk Mustache "got milk?" Campaign unveiled an all-new, fully-integrated program highlighting that what athletes do after strenuous exercise can make a dramatic difference in how they feel and perform during the next workout. The new REFUEL | "got chocolate milk?™" campaign, backed by a podium-topping team of athletes – including USA Basketball Men's National Team member Carmelo Anthony, twelve-time swimming medalist Dara Torres, five other 2012 USA Swimming Team medal hopefuls, plus 2010 Ironman® World Champion Mirinda Carfrae – shows how refueling with chocolate milk can play an important role during an athlete's after-workout ritual.