Dean Foods Launches TruMoo 'Better for You' Chocolate Milk

Dallas-based Dean Foods launches TruMoo,a better-for-you chocolate milk, which contains just 40 more calories than plain white milk per serving. With 15-20 percent less sugar and no high-fructose corn syrup, TruMoo represents a win-win solution in the debate over serving flavored milk in schools. It has already received nods of approval from parents and school nutrition directors across the nation. The fat-free TruMoo milk served in schools contains only 130 calories per serving and 10g of added sugar in single-serve half-pint bottles, compared to previous chocolate milk formulas made with high-fructose corn syrup and up to 180 calories and 16g of added sugar.

With some regional variations, most TruMoo milk is available at major retailers in gallons, half gallons, quarts and single-serve bottles (10-,12-,14- and 16-oz.) and is lowfat (1%). In the last year, the company removed more than 26 million pounds of sugars from chocolate milk, representing 40 billion calories. Assuming an average 2,000-calorie diet, that's the daily calorie intake of everyone in the state of New York or more than the population of the five largest cities in the U.S. Other flavors at retail include strawberry, vanilla and coffee.

"Unlike some other chocolate drinks, TruMoo starts with fresh white milk at the regional dairy. It tastes so good because we use pure cocoa and just the right amount of sugar," says Andrea Carrothers, nutrition communications manager. "Dean Foods recognized that if we could strike the right balance of ingredients, flavored milk wouldn't need as much sweetener. With that in mind, we began creating and testing new formulas in 2008. Our aim was simple: develop a nutrient-rich chocolate milk that moms and schools could feel good about serving and with a taste kids prefer. We found TruMoo milk to be the clear winner in our taste testing, even beating out some of the strongest brands in our own portfolio. We also had a clear objective to remove high fructose corn syrup, an increasing request from our customers and consumers."

Suggested retail price is 99 cents for a single-serve half-pint to $4.59 for a gallon.

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