The American Dairy Products Institute (ADPI) and the members of the Dairy Protein Messaging Initiative (DPMI) announced the launch of a new website designed to communicate the benefits and positive attributes of proteins from milk, with a focus on protein ingredients. The website, www.TheStrongInside.com, is a proactive and impactful platform that will serve as an informational tool to guide targeted consumers — protein-seekers, millennials and women — in regard to their protein choices.

The Strong Inside message is the foundation of the DPMI, Elmhurst, Ill.-based ADPI said. Backed by science but designed to appeal to consumers’ emotions, it emphasizes the unique value of proteins from milk in an engaging and positive way.

Sixty-eight percent of American consumers want to consume more protein, and many are turning to dairy alternatives, ADPI noted. Through research conducted over several months, the DPMI developed and tested messages, and selected those which will effectively influence consumer choices. A preview of The Strong Inside message can be found here.

“This is an important initiative for the dairy industry,” said Blake Anderson, president and CEO of ADPI. “With growing consumer interest in protein, and an expansion of protein sources and types, the industry felt now is the time to provide reliable information on the quality and benefits of proteins from milk, and to help protein seekers consider the quality of the protein — not just the quantity — they are consuming.”

BT Nauslar, vice president of business development for Leprino Foods and supporting member of the DPMI, said Leprino is “100% behind” the initiative for several reasons.

“First, it’s great to see the precompetitive collaboration of ADPI’s membership resulting in action,” he said. “Second, we need this effort. Dairy products have fantastic and complete proteins that consumers need to hear more about.

“We’ve been out-shouted by plant-based protein competitors for quite some time,” Nauslar added. “It’s nice to see the industry come together to start our version of the protein conversation with consumers.”

The new website will be an informative hub for The Strong Inside message, with fact-based information to better assist consumers in making smart protein choices. It communicates the nutritional benefits of proteins from milk compared to other protein sources, seeks to refute myths and misconceptions, and fills the void with science-supported information about proteins from milk, ADPI said.

The Strong Inside message will also be promoted through digital ads, social media channels and partnership outreach. The DPMI is funded through voluntary support by co-sponsors ADPI, Agropur, FrieslandCampina and Saputo, as well as 48 other sustaining and supporting members representing suppliers, the trade, associations and the press, including Dairy Foods magazine.