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.
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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.”
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By GlobalDataSilk is the best-selling soymilk in the US, according to WhiteWave. The Silk portfolio also includes yoghurt and creamers products.
