Aimed particularly at Durham’s new intake of freshers, the scheme was devised by the club’s strength and conditioning coach Jamie Knight to aid his players’ physical recovery and ensure they consume enough protein to maximise gains from training.
Milk is high in protein, which contributes to the growth and maintenance of muscle mass, while vitamin B12 helps reduce tiredness and fatigue, meaning Durham athletes can stay match ready.
Knight said: “With another exciting and challenging BUCS Super Rugby season already underway, it’s vital that our players - particularly the new cohort who have joined us in 2024 - are able to fuel themselves for the task at hand.
“Milk is an affordable source of high-quality protein, which is important for muscle growth and therefore useful in recovery. This is why we’re encouraging students to consume it immediately after our strength and conditioning sessions.
“Added to that, it’s readily available and very affordable - something which is crucial for students managing a budget.”
The students have been incredibly receptive to the scheme, which they can take advantage of twice a week at the gym.
BUCS is working in partnership with the Agriculture and Horticulture Development Board (AHDB) to promote the benefits of drinking milk to young, student athletes through the Milk Every Moment campaign.
‘Milk Every Moment’ positions milk as a timeless staple in the fridge—not just a beverage, but a nutritional powerhouse. The campaign underscores milk’s affordability and it being a natural source of seven essential vitamins and minerals*, aiming to capture market share from high sugar energy drinks and milk alternatives.
Lead nutritionist Kate Arthur from AHDB explains why milk is the secret to sporting success:
“For athletes, whether recreational or elite, maintaining a balanced diet is key to optimising performance and recovery. Taking a food-first approach, focusing on nutrient-rich whole foods, can help meet the physical demands of training and competition. Milk is a natural source of high-quality protein, which contributes to muscle growth and maintenance, and rich in calcium which supports bone health. These benefits make milk an excellent choice for athletes aiming to fuel their sporting activity.”
BUCS’ Rugby Union National Championships, taking place in 2025, will be known as the Milk Championship, with both the men’s and women’s competitions culminating in finals day in April.
For more information about the AHDB and BUCS ‘Milk Every Moment’ campaign, please visit milkeverymoment.co.uk.
*(vitamins B2, B5, B12, calcium, iodine, potassium, and phosphorus).
