California Milk Processor Board Goes Junior on Got Milk?

The main aim is to take the impact healthy cooking has on younger generations even further—hence the title Jr Got Milk, Chef, got milk?

The California Milk Processor Board, creator of the iconic got milk? Campaign, has launched a new state-wide push featuring recipes created by and for kids. The main aim is to take the impact healthy cooking has on younger generations even further—hence the title Jr Got Milk, Chef, got milk?

With cooking now a popular pastime amongst kids, there has been an increase of consumers eating at home. For the initiative, the advertiser scouted talented young chefs throughout California, and tasked them with developing simple yet creative meals ideal for summer and back-to-school menus.

According to the brand, exposure to cooking at home inspires youngsters to get involved and allows them to develop a taste for fresh, wholesome ingredients. The creations put together by the campaign’s stars promote the use of fresh fruit, vegetables, and smart ingredient swaps.

Meanwhile, with milk as the pairing beverage of choice for each meal, the nutritional value from each concoction has risen to the level of beating that of typical pre-packaged options. Each of the contributors has offered up his or her unique styles, reinventing classics into tasty and easy meals.

“What better way to keep kids engaged in the summer than by allowing them to express their creativity in the kitchen? I was impressed by all of our junior chefs’ recipes, and was excited to see how milk plays a key role in complementing each one,” said Steve James, Executive Director at CMPB.

According to him, when children learn to cook, they are also learning science, language, counting, fractions, problem-solving, sharing, and fine motor skills whilst reading and learning about other cultures. The process renders the cooking both an enjoyable and educational summer activity.