Got DairyPure? Fresh Milk Gets Its First National Brand

May 5, 2015 05:58 PM
Got DairyPure? Fresh Milk Gets Its First National Brand

Looking to boost sales, assure consumers and connect regional brands, Dean Foods launches its new DairyPure label.

Got DairyPure®? It’s the newest milk label out there, just launched Monday by Dean Foods, the largest milk processor and distributor in the U.S.

Already appearing on fresh-milk products in supermarkets and retail stores around the country, DairyPure is the nation’s first national fresh-milk brand.

The Dallas-based company is co-branding its 31 regional fresh-milk labels with the new name, giving DairyPure an instant $2.5 billion value. The new DairyPure label appears on milk products familiar to American consumers, from regional brands like Alta Dena, Meadow Gold and Garelick Farms, to national names like TruMoo and Swiss Premium.

“It’s an exciting time for Dean Foods and for the U.S. dairy industry,” says Greg Schwartz, vice president of marketing for Dean Foods.

Adding the new DairyPure label while retaining regional brands “is the best of both worlds,” he adds.

Dean Foods believes millions of consumers will come to equate the DairyPure label with fresh, nutritious milk that’s shipped from local dairies.  Consumers will instantly recognize a milk product that’s backed by Dean Foods’ exclusive “Five-Point Purity Promise,” says Schwartz. That assurance promises that its products are made from milk that has been produced with no artificial growth hormones, tested for antibiotics, continually quality-tested to ensure purity, sourced from cows fed a healthy diet, and cold-shipped from a local dairy.


“We explored 14 different names in our consumer testing,” Schwartz says. “They felt that DairyPure linked closest to the Purity Promise, and it’s the name they liked best.”

Benefitting Dean Foods and the dairy industry

The co-branding effort will benefit the dairy industry as well, adds Schwartz. DairyPure will connect what has historically been a very fragmented market under one national moniker, providing a much-needed advantage for the fresh-milk category. Having one brand means one Universal Product Code, which is expected to help Dean Foods’ supermarket and grocery store customers streamline administrative complexity.

The DairyPure initiative also is expected to boost Dean Foods’ U.S. milk sales and bolster the fluid milk category, which has been lagging for decades. Dean Foods is the nation’s largest direct-to-store distributor of fluid milk. It operates more than 60 dairy processing facilities in the U.S. Across the U.S., the company holds a 10% share of branded white milk, and about 30% of all milk products. The company reported 2014 net sales of $9.5 billion.

“Dean Foods believes DairyPure will provide us with national media efficiencies we haven’t had before,” Schwartz says. “Now we’ll have national advertising scale.”

Moreover, the national brand “positions us as a prominent marketing partner with national cereal and cookie brands,” he adds. “We see it as a platform for future growth.”

Next month, the DairyPure label will expand beyond fresh milk to half-and-half and cream products.

Schwartz also believes the benefits of DairyPure’s national label will help dairy producers too. “In our pilot testing in New England, we saw share gains using the DairyPure label,” he says. “Anything the branded community can do to attract consumers to the conventional white milk category is a good thing for dairy producers.”

Dean Foods will add the new DairyPure name to its regional and national product labels.


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Spell Check

Alana Martin
Humansville, MO
5/6/2015 11:14 AM

  This is wonderful news and fabulous for the dairy industry! Of course the things they are marketing is the norm. But Americans do not know that. Marketing that, finally marketing how safe milk is and has been is great news all around!

kenneth crawford
los angeles, CA
8/25/2015 08:33 AM

  I must agree. I tasted alta dena's milk and it has a milk taste. It is so good to taste milk that taste like the milk I use to drink when I was younger. Thank you for caring about our health. May God continue to bless your company. Thanks again.

Danville, IN
6/3/2015 05:46 PM

  John, I couldn't agree with you more in regards to the gimmicks, except milk tastes like milk! I've drank Dean's milk & Prairie Farms milk, I can't tell a difference. I'm a small dairy producer & my milk cooperative doesn't have any plants in IN, therefore, my raw milk goes to other plants in IN & MI, one plant is owned by Prairie Farms, another is a DFA plant & the MI plant is a MMPA owned plant. The price of raw milk has fallen so much in the last 6 mos everybody should be buying it, no matter what gimmick somebody has out there. ALDI has been selling milk under their label, which Dean bottles for them, for $1.69/gal for the last 3 wks or so, cheese has dropped to $1.59 for an 8 oz chunck. I can't drink raw milk, wish I could, would save me from buying it. I don't know if it's because it's not pasterized or if it's because it's usually around a 4% Butterfat & Protein level, not something you're going to find in a gallon of store milk. Yes, saw the coupons come out on this product, for 55 cents off on a gallon, didn't realize that this was to be a National brand label. As a dairy producer I have to sign an affadavit every year saying I won't use rBsT in my cows, personally, that would be an added cost plus my cows don't like getting shots any more than I like giving them. It's bad enough when I do have to give them shots when they are sick & if it's something that I have to keep the milk out of the tank, for very long, that hurts too. I have a test kit that I use for Penicillin based products, I usually wait the designated withhold time that is given & then start testing the milk to see when it actually can go back into the tank. I, for one, do not want to be buying a semi load of milk that went to the plant & before it's pumped off the truck, they test that load of milk for ANTIBIOTICS & if something shows up, they start testing every sample that has been pulled off of each farm at the time of pickup, the sample's owner is penalized & load is denied.


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