As milk falls out of favor with consumers, Dean Foods is determined to make the white beverage sexy again.
Milk consumption has been falling for decades as other beverages gain favor, especially outside of breakfast. Milk substitutes, however, are doing well. Almond milk in particular has seen sales grow, as plant-based proteins gain favor.
Now, Dean Foods—the largest milk producer in the country—is taking a huge gamble on reversing the current trend. In a CNBC exclusive, the company revealed it is pouring resources into creating a single national brand for so-called "white milk."
Starting Monday, a national ad campaign will launch in print and TV for DairyPure, which places all of the milk produced at Dean's 30-plus regional dairies under one label. DairyPure will automatically become a $2.5 billion brand, making it one of the top consumer packaged goods lines in the U.S.
"This is a category that really needs innovation and news," said Dean Foods' Chief Commercial Officer Ralph Scozzafava.