Industry News

Dean Foods Re-Brands Regional White Milk Brands

November 22, 2013
/ Print / Reprints /
/ Text Size+

The success of the TruMoo brand of flavored milk has prompted the Dean Foods Co., Dallas, Texas, to start transitioning many of its regional brands to common Deans new pkg labelgraphics in an effort to create a uniform presence throughout the country.

“We are leveraging some of the learnings from the success of TruMoo to apply to our portfolio of regional white milk brands,” says Gregg Tanner, chief executive officer. “For example, we are transitioning these brands to a common graphics look that includes our purity checklist that assures our consumers that our farmers pledge not to use artificial growth hormones and that we test all of our milk for the presence of antibiotics among other important differentiators. "

“Through robust research, we know that this messaging resonates with consumers, and the conversion of our graphics to a new common look allows us to begin to benefit from our brand equities across our portfolio,” Tanner adds. “At the same time, it opens avenues for us to leverage marketing spend across traditional regional brand borders.”

Dean Foods also remains on track to close 10-15% of its plants in an effort to reduce costs.

“We have announced eight plant closures over the past 12 months, seven of which have been completed,” Tanner adds. “The closures will improve the efficiency of our remaining network and drive increased competitiveness going forward.”

Did you enjoy this article? Click here to subscribe to Refrigerated & Frozen Foods magazine.

You must login or register in order to post a comment.



Image Galleries

OSI, 2014 Refrigerated Foods Processor of the Year

Find out how this global food provider secured a new supply chain global trading platform, opened a new culinary innovation center and continues to keep food safety top of mind.

Read cover story here.
Read plant story here.


What are some challenges your facilities face when it comes to snow, flooding, tornadoes, high winds, fluctuating temperatures and more?
View Results Poll Archive


Refrigerated and Frozen Foods Magazine


2014 March

Refrigerated & Frozen Foods' March 2014 issue features the 17th annual Top 150 Frozen Foods Processors report.

Table Of Contents Subscribe

The Refrigerated and Frozen Food Store

July 2013 Cold Packaging Materials Guide
Cold Packaging Materials Guide

A guide to cold packaging containers and materials.

More Products

Refrigerated & Frozen Foods Delivers

RFF Infographic 133x133Click here to see a snapshot of the many different ways Refrigerated & Frozen Foods delivers business and technology solutions to cold chain professionals.

Buyer's Guide

Visit our Buyer's Guide!

Refrigerated & Frozen Foods offers a Cold Packaging Materials Guide, as well as a Cold Storage Warehouse Guide, the most comprehensive listing of cold storage warehouses.

Visit the Buyer's Guide page today!


facebook_2014 twitter_40px youtube_40pxlinkedin_40px