Chocolate milk study was timed for 'Concussion' movie
NEW YORK (AP) — A chocolate milk company wanted to tout the ability of its drink to help recover from concussions to coincide with the Will Smith movie "Concussion," according to emails obtained by The Associated Press.
Back in December, the University of Maryland issued a press release about its study that apparently found Fifth Quarter Milk effective in improving the cognitive functions of student football players, even after they suffered concussions. It seemed like marketing rather than science, and triggered a backlash.
The university has since disavowed the study and returned money from Fifth Quarter. In a statement Tuesday, the university said it is evaluating "broader issues" as a result of the problems it identified with the chocolate milk study.
Fifth Quarter did not respond to requests for comment.