The company’s new TruMoo Calcium Plus low-fat chocolate milk will feature 50% more calcium than regular low-fat white milk, the company said.
Wendy Poer, Dean’s director of marketing, told DairyReporter that more than half of boys ages 9 to 13, girls between the ages of 9 and 18, women over 50 and men over 70 do not meet the daily requirements of calcium from diet alone.
“This was a natural extension for the TruMoo lineup because it fits within the nutritious and delicious platform,” she said.
Milk consumption falling, innovation needed
Milk consumption has been falling, especially among younger children. A recent study from the College of Pharmacy and Nutrition at the University of Saskatchewan found that milk consumption of school children dropped 41% when flavored milk was taken away.
For this reason, chocolate milk has been an important driver of key nutrients. Poer said Dean Foods has tried to innovate to offer new products that consumers of all ages want.
“Our target audience for TruMoo continues to be moms with kids 6-17, but we understand the importance to be relevant to all consumers,” she said. “Milk consumption continues to decline, so Dean Foods continues to focus on innovation to offer products that consumers want.”
“Consuming foods and drinks rich in calcium, like TruMoo Calcium Plus milk, can help build strong, healthy bones and, as part of a well-balanced diet, may reduce the risk of osteoporosis.”
Poer said the company adds more calcium than is naturally occurring in the milk prior to the pasteurization process in TruMoo Calcium Plus.
Modern times, modern trends
In meeting the current demand for healthier food products, Poer touted TruMoo’s lack of high-fructose corn syrup, artificial growth hormones and artificial sweeteners.
“It is important for us to stay up to date with consumer trends and behaviors to meet their changing needs,” she said.
Consumers are now starting to realize the “refueling benefits” of chocolate milk, Poer said. While she declined to tell DairyReporter about any future trends or products Dean may target, Greg Schwarz, the company’s vice president of marketing, said in a statement that the company is “constantly striving” to develop new products that provide nutritional benefits to consumers.