Horizon Organic wants to win over caregivers of young children with an expanded marketing campaign designed to soothe their concerns about transitioning from breast milk or formula to dairy milk.
Nearly half of caregivers of children aged 9- to 24-months report the transition from formula or breastmilk to dairy milk is one of the most stressful stages of parenthood they experienced so far – and for good reasons.
“The transition to dairy milk may not always be smooth,” acknowledged Katie Brandyberry, director of integrated marketing at Horizon Organic.
“Some children may resist the new taste or texture,” which can cause consternation among parents, she explained, pointing to results of a survey commissioned by Horizon Organic that found about a third of parents worry whether their child will miss breastmilk or formula, whether they will like dairy milk and whether they are consuming enough nutrients.
These fears are “normal,” and reflect legitimate nutrition deficit risks, Brandyberry added.
“Young children can at times fall short on key nutrients. For instance, DHA Omega-3 is one that is sometimes under-consumed. According to NHANES 2015–2016, children aged 2 to 5 average just 20 mg of DHA daily, and those 6 to 11 average about 30 mg, which is below the Food and Agriculture Organization of the United Nations’ recommendation of 100-250 mg of combined EPA and DHA, depending on age,” she explained, adding: “DHA’s benefits depend on proper delivery to the brain, which is where choline comes in as it plays a key role in transporting DHA to brain cell membranes. Our bodies don’t produce adequate amounts of choline on their own, so it must come from diet.”
Horizon Organic’s Growing Years was developed with pediatricians to help meet these nutritional needs with 50 mg of DHA Omega-3 per serving, along with 8 grams of protein, choline, prebiotics and as an excellent source of calcium and vitamin D.
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Reassurance builds consumer loyalty
To spread the word about the functional added benefits of Growing Years and boost caregivers’ confidence, Horizon Organic last month expanded its successful “This Milk Means Business” campaign, which launched in 2024 with a focus on Horizon Organic’s milk with DHA Omega-3, to include Growing Years Milk.
The campaign is centered on a video spot featuring a 1-year-old who wants Growing Years Milk at her birthday party – a demand to which her parents “happily oblige” because it contains key nutrients, Brandyberry said.
The campaign also “extends into ‘Milk 101’ content created in partnership with pediatric health and development experts to help make the transition into dairy milk smoother for toddlers and their parents,” she said.
“In addition,” she noted, “Horizon is sponsoring a social media giveaway to celebrate the first-year milestone.”
Tips and tricks are a cornerstone of Growing Years Milk’s advertising
The current campaign builds on a foundation laid by Horizon Organic and BabyCenter to engage with caregivers and promote Growing Years Milk by sharing tips and tricks to ease the transition to dairy milk.
“That partnership drove strong engagement and has been incorporated into our 2025 Growing Years campaign,” said Brandyberry.
“Horizon Organic has also previously partnered with retailers to drive awareness of Growing Years via shopper marketing in-store and online, another approach we are continuing into 2025,” she added.