US: Consumers, efficiency drive Dean Foods TruMoo launch
Consumer demand and a bid to improve efficiency are behind Dean Foods' launch of chocolate milk brand TruMoo across the US.
The company, the largest dairy processor in the US, has rolled out TruMoo throughout the country after tests in the north-east and on the Pacific coast.
Dean Foods has touted TruMoo as a "better-for-you chocolate milk" with "lower sugar, fewer calories and no high fructose corn syrup".
The company said it has converted "virtually all" of the flavoured milk sold under its regional brands to the TruMoo label.
A spokesman for Dean Foods said there were "primarily two reasons" for the moves - consumer demand and efficiency.
"We recognised growing consumer interest in reduced calories, fewer grams of added sugar and the use of high fructose corn syrup as a key ingredient in flavored milk," he told just-food today (31 August). "In addition, reformulation and standardisation across our brands allows for flavour consistency across geographies, labeling consistency, cost savings through common ingredient procurement and the opportunity to advertise a single brand across geographies, maximising marketing opportunity."
TruMoo labels will include a regional dairy "overbrand", which, the spokesman claimed, would help consumers "know they are buying from a brand they know and trust, with heritage and a reputation for quality." He added: "The regional dairy branding also helps convey that TruMoo is processed nearby, made with the same fresh white milk sold in the regional branded white milk in the dairy case."
The TruMoo milk sold in US retail outlets will contain 1% fat, 150 calories and ten grams of added sugar, with "some regional variations", Dean Foods said.
TruMoo milk available in US schools is fat-free, contains 130 calories and also has ten grams of added sugar. There has been some debate in the US about serving flavoured milk in schools amid concerns over child obesity, with some introducing bans.
However, Dean Foods said the lower sugar and lack of high fructose corn syrup in TruMoo meant it "represents a win-win solution" for serving flavoured milk in schools.
Our comment pages in 2011 looked at Tesco's challenges in the US, the uncertainty that surrounded the country's largest dairy processor, Dean Foods, the disposals made by the UK's largest food manufac...
US dairy group Dean Foods today (15 February) indicated that it reduced its losses during the fourth quarter of 2011, spurring a jump in the company's share price....
Müller's decision to bid for UK milk supplier Robert Wiseman Dairies was the first major M&A move of 2012 and sparked plenty of debate, with industry watchers arguing the German yoghurt maker will fac...
US dairy giant Dean Foods has decided to cut more jobs as part of efforts to slash costs at the company....
This week's reports from the just-food research store includes a look at intense sweetener stevia, which last month won EU approval for use in food and drink products sold in the region. The featured ...
- Rabobank's early view on Brexit impact on food
- New food waste standard will help monitor progress
- Brexit sparks uncertainty for UK food - comment
- Kellogg uses Kashi to finally join party - comment
- Tyrrells' growth plans - CEO interview, part two
- Brexit – Live reaction from food industry
- Post, ConAgra 'held talks' over Lamb Weston merger
- German dairy group DMK names Ingo Mueller new CEO
- Brexit - UK food trade body issues warning
- Europe's food firms slam French origin labels plan
- Top Trends in Snacks, Confectionery, and Desserts; Exploring consumer and innovation trends in key categories
- Frozen Bakery Products Market by Type, Distribution Channel, & by Region - Global Trends & Forecast to 2020
- Singapore Food and Drink Report Q3 2016
- Fast Food in India
- Country Analysis Report: Saudi Arabia, In-depth PESTLE Insights