International Dairy Foods Assn. is working collaboratively with Dairy Management Inc. (DMI) and the Milk Processor Education Program (MilkPEP) on a program to promote new research demonstrating that dairy calcium helps prevent weight gain and helps burn fat.
The research, which has been discussed extensively at industry meetings over the past year, consists primarily of work from Michael Zemel, of the Department of Nutrition at the University of Tennessee, but several other studies have also been done on the phenomenon surrounding dairy calcium and fat metabolism. Zemel has patented his work, and DMI has an exclusive license on that patent. DMI, IDFA and MilkPEP are pursuing several steps in a coordinated effort on dairy calcium and weight management. These include advancing and strengthening the research, which is primarily being done through a large, independent study at the Mayo Clinic, with results expected early this fall. Meanwhile DMI has begun promoting the research to the health professional community, and IDFA and DMI plan to launch a significant consumer promotion effort toward the end of 2003.
"We're working to provide companies with an extremely valuable marketing tool surrounding this powerful research. Together, we'll also help get the message to the health community and to consumers to lay the ground-work for brand and product marketing efforts," said IDFA V.P. of Marketing Tom Nagle.
