Dairy, Cheese, Eggs / Food Safety / Industry News / Ingredients and Formulation

Dean Foods' Milk One of Top 10 Most Successful 2015 Launches, Says IRI

By Lauren R. Hartman, Product Development Editor

May 16, 2016

DairyPure milkDairyPure milk, a Dean Foods product, has been selected as one of 10 Rising Stars by Information Resources, Inc., which says there are around 12,000 new product brands launched every year.

"IRI's Rising Star analysis has a strong history of providing an early heads-up on the New Product Pacesetters of the year to come," says Larry Levin, IRI's executive vice president. "Of the thousands of food and beverage products launched that have already entered the market this year, only 10 of the most powerful market entries are selected for this prestigious honor. As an IRI 2016 Rising Star, DairyPure is among the highest-performing and hard-hitting launches of the current year and it is setting the tone for those that will follow."

Launched a year ago to "revolutionize the milk category," as the country's first national branded fresh white milk brand, Dairy Pure is backed by an exclusive Five-Point Purity Promise that El Paso, Tex.-based Dean states ensures its milk "starts pure and stays pure."

"At launch, we knew DairyPure would be a powerful brand, and this recognition reinforces that consumers appreciate the benefits of the only milk backed by our exclusive Five-Point Purity Promise that is delivered fresh from their local dairy," says Greg Schwarz, vice president of marketing at Dean Foods. "Because of DairyPure's success in milk, we've already extended the brand into creams, half and half and recently introduced DairyPure Lactose Free milk."

DairyPure milk contains no artificial growth hormones, antibiotics, is cold-shipped from dairies, is continually quality tested to ensure consumers enjoy fresh, local milk at every occasion.