Dean Foods will place all of its regional milk labels under one brand as part of a move to boost its business and tout the quality of its product.
The Dallas-based company will start using the label "DairyPure" for its 31 brands of milk. The new label will be in addition to regional labels. Part of the new marketing strategy will tout that the milk is tested for antibiotics, has no artificial growth hormones and comes from local dairies.
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Dean Foods has built up its business partly by acquiring local brands. Among its stable of brans are Tuscan, Garelick Farms, and PET Dairy.
The milk producer reported a $20.3 million loss in 2014. The industry is currently dealing with an increase in production and sharply lower exports and declining sales.