US: Dean Foods to use licence deals to grow Silk
Dean Foods is looking to build awareness of its Silk brand among US consumers through a series of licencing deals.
WhiteWave Foods, the Dean arm that oversees Silk, has signed an agreement with Global Icons to take the brand into new categories.
The dairy giant has yet to finalise a deal with licencing agency Global Icons and would not disclose which categories it was eyeing.
A WhiteWave spokesperson said the company would "carefully evaluate" any potential tie-ups but insisted taking Silk into more categories would not confuse consumers.
"We don't expect confusion because our brands stand for more than dairy/non-dairy items," the spokesperson told just-food. "While they originated in the dairy aisle, our brands have come to represent a trusted lifestyle choice for consumers."
The spokesperson added: "Seeing our brands throughout the grocery store will also have the additional benefit of growing overall awareness and the appeal of our brands to new consumers."
Silk is the best-selling soymilk in the US, according to WhiteWave. The Silk portfolio also includes yoghurt and creamers products.
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