Dean Foods this week announced it was bringing its 31 fluid milk brands under one label - DairyPure - and appears to be pushing the latest "hormone-free" trend in its marketing. But, after two quarters of falling profits, and fluid milk still unfavourable with US consumers, is the move enough to put it back on the road to recovery? Hannah Abdulla reports.
Liquid milk is not a category that benefits from significant added value. While milk is on the shopping list, generally speaking, it is not an area where consumers are engaged and brands are valued. Here is just-food's four-point plan for adding value to the milk category.
Consumer awareness of nutrition is on the rise and globally. While salt and sugar reduction have grabbed the headlines, with campaign groups insisting the industry should do more on reformulation and reduction, consumers have increasingly come to expect manufacturers to offer products that deliver positive functional benefits. Katy Askew suggests the dairy sector could be poised to benefit.