LOUISVILLE, Colo. – Game days have always been about cheering, connection and comfort foods. But a new generation of fans is calling a timeout on heavy, sugar-loaded staples in favor of feel-good fuel, with protein at the top of their list. As the official plant-based beverage of the Big Ten Conference and rising star in the milk aisle, Silk Protein delivers the ultimate power assist to Big Ten fans, helping them level up their nutrition game during the basketball tournaments and beyond, with 13g of complete plant protein per serving – the highest protein content of any refrigerated plant-based milk on shelves.
Bringing that energy courtside, Silk Protein is partnering with professional basketball star, former college athlete and Silk super fan, Monique Billings, to power up fans from the court to the kitchen. The two are celebrating the Big Ten schools by kicking off the partnership with a Big Ten-inspired smoothie, product tastings, prizes, and interactive experiences at the men's and women's Big Ten Basketball Tournaments taking place this month in Chicago and Indianapolis.
"For sports fans, game day is fueled by passion for your favorite team, and what you eat and drink plays a key role in how you show up and cheer them on. We're seeing a major shift as fans, particularly Millennials and Gen Z, look for protein-packed options that help to power their health journey," said Kallie Goodwin, Plant-Based Food & Beverage Lead, Danone U.S. "As the official plant-based beverage partner of the Big Ten, we're meeting that demand head-on with the Silk Protein Power Assist program, giving fans that game day protein punch they want, powered by plants."
Silk Protein for the Assist
Silk is powering the Big Ten, bringing 13g of complete plant protein with every pour.
- Big Ten fans can now cheer on their favorite teams while sipping on the Big Ten x Silk Protein Power Assist Smoothie, created in partnership with Monique Billings. Visit Instacart for the smoothie recipe and get a free bottle of Silk Protein Original or Chocolate with your Instacart order when you use code SILKPROTEIN at checkout. Offer valid starting today while supplies last, terms and conditions apply.** You can also power up with Silk Protein in your cereal bowl, coffee (hello, proffee!), or drink it straight from the glass.
- To tip off the biggest month in basketball, Silk will be showing up on the concourse at the men's and women's Big Ten Basketball Tournaments to power up fans with Silk Protein tastings, prizes and interactive experiences. Fans can visit the Silk Protein booth located near Section 18 in Gainbridge Fieldhouse in Indianapolis from March 4-8 and near Gate 4 at the United Center in Chicago from March 10-15 to cheer on their favorite team and enjoy their own Protein Power Assist.
- Ready to level up your nutrition game during the Big Ten Basketball Tournaments and beyond? Head to @Silk on Instagram and @LoveMySilk on TikTok to share how you power up with your own Silk Protein Power Assist and to stay up to date on the latest from the brand.
"As a former college athlete, I know firsthand how important it is to fuel your body with high-quality protein every day," said Monique Billings. "As a dedicated Silk fan for years, Silk Protein changed the game for me as I look to meet my wellness goals. I'm pumped to get the chance to help power up Big Ten fans and alumni for a long month of cheering and chanting for their favorite teams."
Powering Up with Silk Protein
Despite 75% of Americans saying they want to consume more protein, the protein market still shows a clear gap in plant-based offerings, with plant-based protein making up only 33% of Americans' total consumption. The newest offering from the #1 plant-based beverage brand1 – Silk Protein – is filling that gap by bringing together plant power and protein power. Each serving provides complete plant protein that's completely delicious and packed with:
- 13g of protein to help support strong muscles and help keep you feeling full.
- 3g of fiber, providing a good source for consumers.
- 50% less sugar* than regular dairy milk and 1/3 less sugar* than value-added conventional milk.
- All 9 essential amino acids in adequate amounts, making it a complete protein.
- Calcium and vitamin D to support strong bones.
- Available in two delicious flavors: Original and Chocolate.
- No artificial sweeteners and 130 calories per serving for Original and 140 calories for Chocolate.
