Dean Foods Is Recognized for Transforming the Dairy Category

Progressive Grocer as the 2016 Category Captain for Fresh Dairy. The award reflects the company’s ongoing commitment to change the face of the dairy category through innovation, brand investment and category thought leadership.

“Progressive Grocer’s editors were impressed with Dean Foods’ efforts to drive a historically stagnant category by leveraging key trends, such as the DairyPure Five-Point Purity Promise, which aligns to consumers’ desires for dairy products produced with no artificial growth hormones* and the assurance that every load of milk is tested for antibiotics prior to processing,” said Jim Dudlicek, Editor-in-Chief, Progressive Grocer.

“In addition, the company built two strong dairy brands, DairyPure and TruMoo; created the first truly national fresh milk footprint; and shared promotional strategies that restored value and reduced discounting around the milk purchase.”

In 2011, Dean Foods launched TruMoo, a better-for-you flavored milk brand and in 2015 introduced DairyPure. TruMoo is now the largest flavored milk brand in the U.S.1 and DairyPure is the first and largest fresh, white milk national brand, which is backed by its exclusive Five-Point Purity Promise.

To support this category transformation and redefine milk as more than a commodity but a premium branded product, Dean Foods launched a multi-million-dollar advertising campaign. This investment has resulted in increased category sales and overall milk consumption for DairyPure products2.

“Both TruMoo and DairyPure are now category-leading brands built on a purity-based platform, aligning with powerful consumer macro trends,” said Greg Schwarz, Vice President of Marketing, Dean Foods.

“Driven by our national expansion efforts, consumers now have the opportunity to enjoy our brands throughout the U.S., and we continue to work closely with our retail partners to transform the dairy case through insights and innovation.”

Dean Foods also launched innovative line extensions in adjacent categories aligning with consumer trends. The company extended its TruMoo lineup with TruMoo High Protein and TruMoo Calcium Plus, in addition to several seasonal LTO flavors.

DairyPure Lactose Free and Caribou Premium Iced Coffee were also introduced into the marketplace earlier in the year helping drive continued category growth in the lactose free and ready-to-drink coffee segments. DairyPure Creams and Creamers were also made available in 2016.

As the nation’s leader in the dairy industry, Dean Foods is excited to continue to reimagine the category, its role with consumers and its growth potential for retail.

Source: Dean Foods

• Dairy Products