DairyPure Milk50

We partnered with Dairy Farmers of America to bring new energy and offerings to a declining category by modernizing milk.

Capabilities

Platform Development

Ideation

Concept Development

Consumer Research

Brand Creation

Packaging Design

Challenge

The milk category was on the decline overall, but value-added milk was a segment of growth. As a leader in the category, Dairy Farmers of America (DFA) was looking to capture its fair share of the segment through innovation.

Action Taken

DuPuis partnered with DFA and Dairy Management Inc. (DMI) to craft a 3-year innovation pipeline that would tap into a burgeoning segment and re-engage consumers who had left the category, especially Millennial and young Gen X families. We dove deep into consumers, the category and analogs to develop strategic innovation platforms that served as the foundation for a cross-functional, collaborative CampFire ideation session. In our consumer testing, Milk50 rose to the top with its unique, compelling formulation that appealed to health-conscious consumers and DFA moved into commercialization of the product. We developed it as a sub-brand of Dairy Pure and created breakthrough packaging design and branding that emphasizes that Milk50 delivers the milk taste you love, just with less sugar and calories.