Dean Foods, the largest milk processor of the US country is unifying its labels under one national milk brand. Soon, American folks will enjoy delicious flavored-milk product that will be available in the US regional markets. The Dallas-based milk manufacturing company is placing all its 31 regional brands under one national umbrella with an attempt to invigorate and sustain its striving business, and bolster 36 per cent of its share shrink in the U.S milk market.
The company reported that the label “DairyPure” will be tagged on all the 31 milk brands. The new label will make an additional entry to the U.S milk markets. The company showcased its marketing strategy by highlighting that the milk allocated will be well-tested for antibiotics, and make sure that it does not contain any additional artificial growth hormones. The company is touting on the quality of the milk by saying that they won’t discard any cow’s natural hormonal growth factor from the milk, and it will be served fresh from the local dairies.
The Dean Foods label retains its each regional label by including Dean’s Farms, Garelick Farms, and Berkley Farms. It places the labels alongside the DairyPure moniker having a same print size on cartons and jugs. By unifying all the brands under one roof, Dean Foods is expected to become a USD 2.5 billion brand capturing a good position as one of the top consumer packaged goods lines in the US markets.
Dean Foods CCO (Chief Commercial officer), Ralph Scozzafava said that this is a category that really needs innovation and news. He added that their brand’s unifying journey is going to be smooth and profitable. The company is confident about its achievement, and implies as a grossing factor for stores running milk ads.
Dean Foods re-branding will arise many questions regarding health and weight control issues. But, the company has to get their customers convinced by educating people about the suitability of cow’s milk as a good source of Vitamin D and protein.
Despite its’ failure in the December, 2014, where the company’s per capita market share declined which resulted to huge loss for the brand. The Dean Foods is back with its innovation, and is more passionate to deliver fresh “white milk” products in the country wide for regaining its brand moniker back. But, still a question arises to many of the shareholders of the US markets that this time Dean’s food moniker will able to gain or not, a lump sum amount of profits from their unified-style of branding.