Kicking off summer with MilkGoals

British dairy is being put on the national stage by AHDB this summer, with the launch of a new youth-focused campaign to coincide with the 2025 UEFA Women’s Euro football championships.

MilkGoals, which went live on Wednesday 2 July, will highlight the growing influence of women's football in inspiring girls to get active, build confidence and embrace the value of teamwork.

The social-media-led campaign will also champion the nutritional role British milk can play in supporting young athletes on and off the pitch.

At the forefront of the campaign is Nikita Parris, 2022 Euro champion and proud Lioness.

She will engage with young female grassroots footballers and their parents across the country, sharing her own journey and highlighting how milk supports her performance as part of a healthy training routine.

In mid-June, we took Nikita back to her roots in Liverpool, filming with Girls2Goalz, a football academy founded by Liverpool Feds player Mia Parry, at the home of Liverpool Feds Women's FC.

We will also release a new 'Milk in sport' information sheet that is accessible, easy-to-follow and will explain when, why and how milk can be included in the diets of active young people. The factsheet will be available digitally for parents through our website and social media channels.

Nikita said:

"As a professional footballer, eating a balanced diet is essential for me, and British milk is an absolute staple.

"It's affordable, naturally rich in protein and vitamin B12, and I can have it every day – whether it's a cold glass after training or in my morning porridge. I've been enjoying it from my early days playing for my local team right through to joining the England squad."

Carrie McDermid, AHDB Head of Domestic Marketing, said:

"Women's football is progressive and focuses on empowerment and teamwork. At Let’s Eat Balanced, we believe that British milk can help to support this movement.

"Whether it is through insight from inspirational women in the field (or on the pitch) or simple nutrition or training tips, this campaign is all about showing how milk can support the physical wellbeing of young people."

MilkGoals follows the success of our previous campaigns including Milk Every Moment, Eat Like a Lioness and Milk Every Golden Moment, which together continue to position British milk as a trusted, nutritious part of a balanced, active diet.

We are committed to building long-term trust in British dairy, making it relevant to generations. MilkGoals is part of the our Let’s Eat Balanced campaign.

Nikita Parris serves up British milk to players at Girls2Goalz