TruMoo is stretching the excitement with a series of "Power Up Your Pour" drinking glasses that harness fantastic color-changing technology to make characters appear every time a cold glass of milk is poured. Each glass features a different Super Hero, with the first glass available July 18, and three more designs landing weekly. Here's the launch timeline:

"POWER UP YOUR POUR" COLLECTION COUNTDOWN:

• 7/1: THE MILK IS HERE!
• 7/18 at Noon ET: HUMAN TORCH – Watch Johnny Storm flame on right before your eyes!
• 7/25 at Noon ET: INVISIBLE WOMAN – Witness Sue Storm appear from thin air!
• 8/1 at Noon ET: THE THING – See the clobberin' power of Ben Grimm's rocky exterior!
• 8/8 at Noon ET: MISTER FANTASTIC – Be amazed as Reed Richards stretches your imagination!

Each week, fans can claim a special edition drinking glass by uploading proof of their qualifying milk purchase to MarvelMilk.com to receive the featured glass while supplies last.

"When we say 'Power Up Your Pour,' we mean it. These glasses literally come to life with every pour, creating the kind of wow-factor that turns ordinary milk moments into extraordinary memories," said Rachel Kyllo, Chief Marketing Officer of Dairy Brands at Dairy Farmers of America (DFA).  "Seeing your favorite Super Hero appear on the glass captures the same wonder and excitement Marvel brings to fans. Meanwhile, the milk in the glass delivers the essential calcium, protein, and vitamins growing superheroes need to build their own cosmic powers every day." 

The TruMoo "Fantastic Berry" Lowfat milk inspired by Marvel Studios' "The Fantastic Four: First Steps" comes in half-gallons, and special edition packaged regional brand white milk is available in full-gallons. Both can be found in the dairy section at local grocers, Target, and Walmart while supplies last through September 2025.