Dean’s Foods to rebrand milk under “DairyPure” name

Midwest shoppers are used to seeing Dean’s milk in the refrigerator case of nearly every store in town. That will change soon when Dean’s rebrands 31 of its milk brands under the “DairyPure” label: From Consumerist:

Dean Foods says it’s taking all 31 of its brands and pushing them under one national umbrella in an effort to unite against struggling milk sales. From Borden and Lehigh Valley brands in the South, to Land O’Lakes in the Midwest and Tuscan in the Northeast, all of Dean’s regular, non-chocolate milk brands will now come with the DairyPure brand slapped on packaging, along with the regional names already in use, reports the Wall Street Journal, starting this month. The old labels will appear alongside the DairyPure name on cartons and jugs and will be in the same print size. It’s smushing all the brands under one label in an effort to revive interest — and therefore, sales — in its milk products. Dean currently has a 36% share of the U.S. milk market and wants to keep that while also trying to grab a larger chunk of the business.