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Launched with a TV commercial directed by the award-winning Michael Bay in 1993, “Got Milk?” was one of the most influential advertising campaigns of my childhood, if not all time. Over the following two decades, more than 300 celebrities took part in “Got Milk?” ads, collectively reaching 90 percent of the country. Milk mustaches are permanently seared into my brain—and our cultural lexicon.
But America’s relationship with milk has long been unsettled. Despite the milk processors and dairy farmers association’s success with the “Got Milk?” campaign, milk consumption in the U.S. continued a 70-year downturn, with a particularly precipitous decline in the 2010s. Data from the U.S. Department of Agriculture suggests that in 1970, Americans drank nearly one glass of cow’s milk a day on average (0.96 of a cup, to be exact). By 2010, that number had dropped to two-thirds (0.62) of a cup, and it plummeted to less than half (0.49) a cup in 2019.
During that time, milk was replaced by just about everything else: juices, sports drinks, dairy alternatives, and specialty coffees. Now milk appears to be making a comeback. Plant milks, recently a health industry darling, are increasingly seen by the public as expensive and overly-engineered, with an ingredient list that could be taken from a sci-fi novel.
Meanwhile a new spectrum of dairy milk options—organic, humanely raised, protein-enhanced, and so on—are populating grocery store shelves as health preferences shift towards hydration, healthy fats, and high-protein and ideologies value “all-natural.” In 2024, whole milk consumption rose 3.2 percent in the U.S., while plant milk declined by 5.9 percent, according to the market research firm Circana. It’s only the second year ever that dairy milk consumption has gone up.
I’m here for this rising milk tide, in chocolate form specifically. And not just at elementary lunches. Chocolate milk is the ultimate post-run beverage—don’t just take my word for it.
Chocolate Milk, the New Sports Drink Once Again?
Runners know that recovering effectively is key for repairing muscle damage, replenishing glycogen stores, rehydrating, reducing inflammation, and ultimately, boosting your athletic performance. And there’s ample evidence that post-run recovery drinks help in this process.
For high-intensity sessions and efforts lasting 60 minutes or more, the prevailing wisdom is that runners should kickstart their recovery with post-workout fuel in a 4:1 or 3:1 carbohydrate-to protein-ratio. Skipping this refueling window increases the chances of fatigue, soreness, and generally feeling like crap the next day.
An entire industry of recovery powders, drinks, and elixirs has sprung up around this research. But the ultimate option has been hiding in plain sight on that grocery store shelf the whole time. A 2008 study (partly funded by the dairy industry) found that chocolate milk improves athletic performance as much if not more than conventional sports drinks like Gatorade. (This was 2008, after all.) Follow-up studies (not funded by the dairy industry) like this one from 2023 have also found that post-exercise chocolate milk and its ample supply of electrolytes, carbs, and protein improve recovery and muscle growth.
It’s is (Actually) Nutritious
Running is tough on the body, draining electrolytes, glycogen, carbs, and fat. Fortunately, chocolate milk is nutrient-dense, with sodium, potassium—about as much as a banana—calcium, phosphorus, and an array of vitamins including A, D, and B12, helping replenish much of what is lost.
An 8-ounce glass of chocolate milk contains 8 to 10 grams of protein, which comes in a natural blend of whey and casein (fast and slow-digesting proteins) and 26 to 32 grams of carbs. That means just one glass of chocolate milk looks nearly identical to a serving of recovery shake in that 3:1 or 4:1 carbs-to-protein ratio like Skratch Labs Recovery Drink Mix. (And three glasses of chocolate milk contains the same amount of protein as a serving of traditional protein powder.)
It’s Cost-Effective
While high-end protein powders vary in price, most brands cost around three dollars per serving. Some runners will find the investment is worth it, but it does add up if you’re working out a lot. On the flip side, chocolate milk bought by the gallon is about 75 cents for the same amount of protein, or a quarter of the price. Even small bottles of chocolate milk bought from a gas station are half the price (or less) when comparing equal amounts of protein in both. For those on a budget, chocolate milk is the obvious choice.
It’s Easy to Find
Also important, chocolate milk can be found in just about every gas station, convenience store, and grocery store in the country. On the flip side, most protein powders and pre-mixed shakes are only available at select stores or online. This makes chocolate milk a much more convenient option for runners who travel a lot, or even for those who didn’t plan ahead. Beyond being nearly ubiquitous, chocolate milk also doesn’t require a shaker or blender to drink, making it easy to drink when away from home. (If you’ve ever tried to clean your shaker bottle in a hotel bathroom sink with a bar of hand soap you understand.)
It Tastes Sublime
Time to state the obvious: Most of us do not drink protein shakes for the flavor profile. The chalky and sometimes lumpy texture of powder is an acquired taste. If not mixed in a blender with some combination of yogurt, milk, and fruit, it is best chugged like a cheap shot or pre-bed serving of Nyquil. The opposite is true of chocolate milk, which is downright delicious.
Anyone got milk?