TruMoover

Published in CSP Daily News

Dean Foods' chocolate milk among 2012 top-5 most successful new CPG brands: IRI

DALLAS -- TruMoo Chocolate Milk, a product of Dean Foods, has been ranked as the fourth most successful new consumer packaged goods (CPG) brands of 2012 by Information Resources Inc. (IRI). Nearly 1,900 new CPG brands were introduced in the United States between 2011 and 2012, and TruMoo, which was recognized as a New Product Pacesetter Rising Star in 2011, is among the 11% that met the IRI's strict, industry-recognized benchmarks of exceptional first-year sales success.

TruMoo is a "better-for-you" chocolate milk, made with fresh white milk sourced from regional dairies and pure cocoa, with less sugar and no high-fructose corn syrup. Like regular milk, TruMoo provides eight essential nutrients: calcium, protein, vitamins A, D and B12, riboflavin, phosphorus and potassium.

After successful regional retail and school pilots in the Northeast and Pacific Coast regions, all of the flavored milk across Dean Foods' family of regional brands converted to TruMoo, making it one of the largest milk brands in the country by sales and by volume.

"In a relatively short amount of time, the TruMoo brand has made an indelible impression among consumers, and we believe the quality of our product, coupled with our nutritious and delicious promise, is the reason for the brand's success," said Greg Schwarz, vice president of marketing for Dean Foods . "It is an honor to be ranked so high on IRI's Pacesetter list--and among so many iconic brands. We are pleased to see such a strong consumer response to our brand at checkout. We are constantly striving to delight our consumers with new and better products. This accomplishment galvanizes us to accelerate our innovation efforts."

In 2013, Dean Foods introduced a reformulation of TruMoo. The new product, which hit shelves in January, contains 35% less total sugar than a leading chocolate milk brand and with 40% less added sugar than the prior formulation and no high-fructose corn syrup. The fat-free variety of TruMoo is served in schools and contains only 120 calories per serving and six grams of added total sugar content.

The original TruMoo flavor is chocolate sold as 1% low-fat milk in retail and fat-free in schools. Depending on regional and retailer variations, other varieties include strawberry and vanilla and are available in gallons, half gallons, quarts and single serve (primarily 16-oz.) bottles. TruMoo milk is offered in school and foodservice settings in half-pint containers.

Dallas-based Dean Foods is a leading food and beverage company in the United States. The company's Fresh Dairy Direct segment is the nation's largest processor and direct-to-store distributor of fluid milk marketed under more than 50 local and regional dairy brands and private labels. Fresh Dairy Direct also distributes ice cream, cultured products, juices, teas, bottled water and other products. Dean Foods also holds a majority interest in The WhiteWave Foods Co., which produces and sells an array of nationally and internationally branded plant-based foods and beverages, coffee creamers and beverages and premium dairy products. WhiteWave brands, including Silk, Horizon Organic, International Delight and Land O Lakes, are category leaders and consumer favorites.