The “A Vida Pede Leite” Movement Honours Dália Alimentos

The “A Vida Pede Leite” movement was created in 2023 by the Brazilian Association of Long-Life Dairy Industries (ABLV), a national non-profit organisation. Its stated purpose is to increase public understanding of cow’s milk and its place in a balanced diet. Dália Alimentos was honoured as one of the companies taking part in the initiative.

The campaign uses accessible messages to bring milk closer to consumers, encourage consumption and answer questions about the product. Its communications describe milk as a source of protein and calcium. The initiative also presents information about the food and its health benefits, drawing on scientific knowledge and reliable sources, according to the association.

ABLV said that the participation of Dália and other companies was important to strengthening consumers’ connection with the dairy category. The association said the campaign also shows that brands invest in quality, nutrition and trust behind each carton of milk.

The movement has sought to reach several groups, including health professionals. ABLV described their role as important in advising the public and helping people make more informed food choices. The campaign’s stated objective is to encourage discussion of milk based on scientific information rather than unsupported claims.

According to Piccinini, research presented by Tetra Pak recorded a 10% rise in milk consumption since the movement began. Piccinini said the figure underscored the importance of the initiative and of the work carried out by organisations and associations to improve communication with consumers.

ABLV reported that the campaign had reached more than 2,800 health professionals across 13 regions of Brazil. Its social-media content had generated more than 52m views, while over 500 organic posts had extended the distribution of its messages and increased engagement with the dairy category.