The Milk Cup launched on April 10 vas part of Gonna Need Milk's efforts to connect with Gen Z.

Gonna Need Milk's inaugural gaming activation at Vidcon Anaheim featured a creator competition that streamed on Twitch's front page, and the organization is committed to maintaining the momentum through this groundbreaking tournament. 

Gonna Need Milk is meeting Gen Z where they are, which is in the gaming space. Around 90% of teens play video games, stated MilkPEP. Over the course of these past 3 years, Gonna Need Milk has activated across the gaming ecosystem with in person events, tournaments, social content, influencer partnerships, and even launched their own Discord server. Through these dynamic gaming initiatives, dairy milk has proven itself as the beverage of choice for peak performance in a way that serves as entertainment rather than advertisement, MilkPEP stated.