Progressive Grocer - August 2017 - DF4

CASE STUDY: DairyPure®
When Dean Foods consolidated a number of
its regional brands under one national brand
umbrella, it saw an opportunity to raise consumer awareness of its high quality standards across
its production network to generate brand loyalty
and drive consumer demand.
The DairyPure® brand developed around its
exclusive Five Point Purity Promise®, which starts
on the farm with cows that are fed a healthy diet
and are never treated with artificial growth hormones, continues to production where all milk
is tested for antibiotics and is continually quality
tested throughout processing, and finishes with
shipment and delivery via Dean Foods' expansive
refrigerated distribution network. The Five Point
Purity Promise guarantees that all Dean Foods
milk is always delivered fresh from a local dairy.
Dean Foods introduced DairyPure milk with its
Five Point Purity Promise in May 2015, and it
quickly began to eclipse its competitors. Within the
first year, the brand saw $1.2 billion in multi-outlet retail sales (a 12 percent share) and $386 million in convenience sales (a 34 percent share).9 Today, 42 percent
of U.S. households put DairyPure milk in the fridge.
In addition to its commitment to quality and the Five
Point Purity Promise, as the DairyPure brand extended
beyond milk to multi-ingredient dairy products, focus
was brought to bear on product formulations and

clean labeling. Clean labeling, in fact, has been an important differentiating strategy that has helped boost
margins for retailers.
DairyPure's success demonstrates that shoppers will
pay for high quality dairy products that can also provide the clean attributes they prize. The peace of mind
that shoppers enjoy by serving their families clean
dairy products can lend a halo effect to the entire
store, boosting trust and loyalty-as well as overall
store profits.

Innova Market Insights: http://www.prnewswire.com/news-releases/clean-supreme-leads-top-trends-for-2017-601079836.html
Innova Market Insights: http://www.prnewswire.com/news-releases/clean-supreme-leads-top-trends-for-2017-601079836.html
The NPD Group/Food Safety Monitor, October 2016
4
Kantar Retail ShopperScape, April 2016
5
IRI, total U.S. multi-outlet + convenience, flavored milk category, YTD data ending July 9, 2017
6
Nielsen Product Insider, 2017
7
Consumer Reports: http://www.consumerreports.org/food-safety/peeling-back-the-natural-food-label/
8
Food Business News: http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2016/02/Consumers_not_clear_on_clean_l.aspx?ID=%7B7B7BE175-2049-4403-B1D9-A1CB8F76CFBB%7D
9
IRI data
1

2

3

Content of this article provided by Dean
Foods Company. Dean Foods is a leading food and beverage company and the
largest processor and direct-to-store
distributor of fresh fluid milk and other dairy and dairy
case products in the United States. Headquartered in
Dallas, Texas, the Dean Foods portfolio includes DairyPure®, TruMoo®, and well-known regional dairy brands.
Dean Foods also makes and distributes ice cream,
cultured products, juices, teas and bottled water.

4

DEAN FOODS

Contact:
Dean Foods
2711 North Haskell Ave., Suite 3400
Dallas, TX 75204
(214) 303-3400
www.deanfoods.com
SPONSORED CONTENT


http://www.prnewswire.com/news-releases/clean-supreme-leads-top-trends-for-2017-601079836.html http://www.prnewswire.com/news-releases/clean-supreme-leads-top-trends-for-2017-601079836.html http://www.consumerreports.org/food-safety/peeling-back-the-natural-food-label/ http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2016/02/Consumers_not_clear_on_clean_l.aspx?ID=%7B7B7BE175-2049-4403-B1D9-A1CB8F76CFBB%7D http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2016/02/Consumers_not_clear_on_clean_l.aspx?ID=%7B7B7BE175-2049-4403-B1D9-A1CB8F76CFBB%7D http://www.deanfoods.com

Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
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Progressive Grocer - August 2017 - DF1
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Progressive Grocer - August 2017 - DF3
Progressive Grocer - August 2017 - DF4
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Progressive Grocer - August 2017 - Cover3
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