The Washington, D.C.-based Milk Processor Education Program (MilkPEP) announced the launch of the Pour More Milk campaign. The campaign shows moms why her kids need the nutrients in milk, as well as more ways to serve the beverage.

America’s children are facing a scary nutritional reality — one out of two kids ages 9 and up falls short when it comes to intake of calcium, vitamin D and potassium — essential nutrients they need to grow strong. Moreover, most kids younger than 9 do not get enough vitamin D and potassium. According to MilkPEP, moms could unknowingly be setting up their kids for serious health implications by not serving enough milk in their diets.

Milk is the top food source for these nutrients, and experts such as the American Academy of Pediatrics (AAP) recommend including milk in kids’ diets. In fact, AAP  recently encouraged parents to consider serving milk at most meals and water in-between, MilkPEP noted.

MilkPEP said is calling attention to the issue with new TV commercials that reinforce AAP's encouragement of milk at meals. The spots premiered on April 30.