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Dean Foods launches consumer-driven high-protein TruMoo innovation

By Mark Astley+

25-Mar-2013

Dean Foods has launched a high-protein, long-life version of its popular TruMoo flavoured milk range in an attempt to meet increasing US consumer demand for protein-enriched beverages.

According to the Dallas-based dairy processor, each 14 ounce (oz) bottle of the new TruMoo Protein product contains 25 grams (g) of protein – around half the recommended daily allowance (RDA) for protein for adults in the US.

RDA for protein in the US, which is devised by the US Department of Agriculture (USDA) and the Department of Health and Human Services (HHS), is 46g and 56g for adult women and men respectively.

According to the company, US consumers are increasingly demanding protein in beverages and dairy – making TruMoo a “perfect fit” for consumers.

“Most important fortification ingredient”

Speaking with DairyReporter.com, Dean Foods’ vice president of marketing, Greg Schwarz, said that protein has become the most important fortification ingredient to many consumers.

“We know consumers are looking for protein in their product,” said Schwarz.

“In a recent NPD study, over 25% of respondents said they are looking for protein in the foods they purchase. In addition, in this same NPD study, both teens and Millennials said that protein was the number one most important fortification ingredient.”

“Given increased consumer interest in protein, coupled with the success of the TruMoo brand, we anticipate TruMoo Protein to be a success,” he said.

West Coast food trend “adopters”

The flavoured milk product, which will be available in chocolate, strawberry, cookies and cream, and vanilla, will be based on the same formula as conventional TruMoo, said Schwarz.

“Regarding the formula, same as with our conventional TruMoo, our protein fortified product contains no high fructose corn syrup, and it starts with real milk from farmers who pledge not to treat their cows with artificial growth hormones,” he said.

It has initially been made available to consumers in California, Nevada and Hawaii. It is unclear if or when TruMoo Protein will be rolled out across the whole of the US.

“We generally see more early adopters of food trends on the West Coast, so we chose to start there,” said Schwarz. 

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