Jonathan Lipnicki, from the hit movie Jerry Maguire, will be the first star in ads for chocolate milk based on the highly successful "Milk, Where's YOUR Mustache?" campaign.

Milk industry executives are touting government stats about the benefits of chocolate milk and are positioning the beverage as better for kids than soft drinks. According to Elizabeth Somer, a registered dietician and author of Nutrition For A Healthy Pregnancy, "Chocolate milk is a great treat for kids, especially when you consider all of the other nutrient-void drinks out there. Kids' soft drink consumption has tripled in the past decade, but a cup of cola has more sugar and caffeine than a cup of chocolate milk, and cola has none of the calcium nor eight other essential nutrients chocolate milk offers."

Other benefits: less likely to cause cavities than other sticky foods like candy and good source of calcium critical for kids' bones.