The cost analysis also works in their favor.
To get 75 grams of carbohydrate, you'd need about 18 ounces of chocolate milk, three scoops of a carb drink or about 17 ounces of a fluid-replacement drink. The milk option would cost around 49 cents, which is about 95 cents less than the carb drink and about 9 cents less than a 17-ounce serving of Gatorade.
(Prices were calculated on the basis of a sale-priced $3.50 gallon of chocolate milk, an eight-pack of 20-ounce bottles of Gatorade on sale for $5.50 and a 56-scoop container of Endurox priced at $26.95.)
This latest study by the milk industry is an attempt to get people thinking about one of the world's most basic products in new ways. Of course, it could also be viewed as little more than a ploy to cut into the multibillion-dollar sports-drink market. (According to brandchannel.com, Gatorade topped $2 billion in sales in 2001.)
Dietician Mary Lee Chin, who does public-relations work for the Western Dairy Council, says that either way, there's nothing wrong with this sales pitch.
"It's not like you're talking about some beverage that's really outlandish and recommending that," she said. "Milk should be part of everyone's diet anyhow. It's the fact that you already have a nutritional benefit, and then there's this additional replenishment benefit as an added bonus."
The Indiana study netted different results than an earlier study that found participants exercised 55 percent longer after drinking Endurox than they did after drinking Gatorade. The Indiana study concluded the aberration may have been because of methodological differences in the experiments - most notably that subjects in the other study exercised at a more strenuous pace than in the Indiana study.
Chin acknowledged the Indiana study was not conclusive, but believes the findings merit a more expansive study.
As for the prospect of chugging down a glass of chocolate milk on a hot day after an extensive workout ... well, that's a matter of personal preference.
"If it tastes good enough that you want to reach for a bottle and drink it, it's a good exercise drink," said Saifer, who prefers a fruit and yogurt smoothie to quench his thirst. "If it tastes nasty and you don't want to drink it, there's no way it can help you."
