DALLAS, Nov. 10, 2016 /PRNewswire/ -- Dean Foods
(NYSE: DF), the nation's number one provider of fresh milk, was
recently recognized by 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.
About Dean Foods
Dean Foods® is a leading food
and beverage company and the largest processor and direct-to-store
distributor of fluid milk and other dairy and dairy case products
in the United States.
Headquartered in Dallas, Texas,
the Dean Foods portfolio includes DairyPure®, the country's first
and largest fresh, white milk national brand, and TruMoo®, the
leading national flavored milk brand, along with well-known
regional dairy brands such as Alta Dena®, Berkeley Farms®, Country
Fresh®, Dean's®, Friendly's®, Garelick Farms®, LAND O LAKES® milk
and cultured products**, Lehigh Valley Dairy Farms®, Mayfield®,
McArthur®, Meadow Gold®, Oak Farms®, PET®***, T.G. Lee®, Tuscan®
and more. In all, Dean Foods has more than 50 local and regional
dairy brands and private labels. Dean Foods also makes and
distributes ice cream, cultured products, juices, teas, Caribou
Coffee®**** ready-to-drink coffee beverages and bottled water.
Almost 17,000 employees across the country work every day to make
Dean Foods the most admired and trusted provider of wholesome,
great-tasting dairy products at every occasion. For more
information about Dean Foods and its brands, visit
www.deanfoods.com.
*No significant difference has been shown between milk derived
from cows treated with the artificial growth hormone rBST and
non-rBST-treated cows.
**The LAND O LAKES brand is owned by Land O'Lakes, Inc. and is used
by license.
***PET is a trademark of Eagle Family Foods Group LLC, used under
license.
****Caribou Coffee is a trademark of the Caribou Coffee Company and
is used by license.
1 Source: IRI, MULO + C, 52 weeks ending
10/9/16
2 Source: IRI Total US Food; 52 weeks ending
8/14/16
CONTACT: Corporate Communications, Sayeda Mahler, 214-721-7766 or
media@deanfoods.com
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SOURCE Dean Foods