Protect your little linebacker’s brain with chocolate milk? Sure!
A Maryland school superintendent plans on buying $25,000 worth of Fifth Quarter Fresh, a brand of chocolate milk preliminary research suggests may help concussions recovery, for his student athletes.
Clayton Wilcox, superintendent of a public school system in rural Maryland says he doesn’t care if scientists think he’s “damn nuts,” he told statnews.com. He points to preliminary, unpublished research conducted at the University of Maryland that found high school football players who drank the milk after every practice or game did better on some cognitive and motor tests after a concussion than those who didn’t chug it.
Are there any special concussion-shielding ingredients in Fifth Quarter Fresh? Nope. “We are regular milk. Just more concentrated,” co-founder Richard Doak told the news source. “We’re very cautious about the fact that we don’t want to mislead anybody.”
The company’s website includes a section called “Protect the Brain,” featuring a picture of football players clashing under the Friday night lights. It touts the University of Maryland study as preliminary evidence that the milk can help improve cognitive function. Statnews.com noted that HealthNewsReview, a watchdog site that critiques news stories and press releases, called the Maryland press release about the study vacuous and incomplete.
With 42 grams of sugar in a serving, the milk contains more sugar than many other brands of chocolate milk. Fifth Quarter Fresh may help players avoid concussion by simply creating heavier players.