Leading Chocolate Milk Brand Launches New Formula With Less Added Sugar

   Leading Chocolate Milk Brand Launches New Formula With Less Added Sugar

Newly Reformulated TruMoo® Chocolate Milk Retains the Taste Kids Love and
Improves the Nutritional Value Important to Moms

PR Newswire

DALLAS, Jan. 31, 2013

DALLAS, Jan. 31, 2013 /PRNewswire/ --Dean Foods (NYSE: DF) has introduced a
reformulation of its popular brand of chocolate milk, TruMoo^®. The new
product, which hit shelves in January 2013, contains 35 percent less total
sugar than the leading chocolate milk competitor, and has 40 percent less
sugar than its previous formula (see table below for nutrition information).
TruMoo, the nation's leading ready-to-serve chocolate milk, is made with fresh
white milk – sourced from regional dairies around the country – pure cocoa and
just enough natural sugar to make it taste great. One serving of TruMoo
chocolate milk contains just 30 more calories than plain low-fat white milk.
And with 40 percent less sugar added than the prior formulation and no high
fructose corn syrup, it's no wonder TruMoo has become one of the largest milk
brands in the country.

(Photo: http://photos.prnewswire.com/prnh/20130131/DA51111)

TruMoo Chocolate Milk is more than just a tasty treat; it's a nutritious
choice for the whole family, and one that can be served every day. Nutrition
and public health experts agree that milk is an important part of a healthy
diet. Like regular milk, TruMoo provides eight essential nutrients: calcium,
protein, vitamins A, D and B12, riboflavin, phosphorus and potassium. In a
2012 MilkPEP survey of more than 1,000 moms of school-aged children, 85%
report feeling positively about the benefits chocolate milk provides their

"Together, these nutrients help strengthen bones and build and repair
muscles," said Willow Jarosh MS, RD of C&J Nutrition. "And a low-fat chocolate
milk with no high fructose corn syrup and very little added sugar is a
practical way to get kids the nutrients they need without all the sugar they
don't, and from a source moms can trust."

TruMoo has received high praise from parents and school nutrition directors
across the country. The fat-free variety of TruMoo served in schools contains
only 120 calories per serving and 6 grams of added sugar, compared to other
chocolate milk formulas, which can contain high fructose corn syrup and up to
140 calories and 12 grams of added sugar. With some regional variations, most
TruMoo milk available at major retailers is lowfat (1%) with 140 calories and
contains only 6 grams of added sugar.

"When we launched TruMoo back in 2011, our chocolate milk contained 15-20
percent less sugar than other brands of chocolate milk on the market," said
Greg Schwarz, Senior Director of Marketing, Dean Foods. "But we are constantly
focusing on how we can make our products even better. The new TruMoo
reformulation is another step in that direction. Kids will love the same great
taste of TruMoo, and moms can feel even more confident serving it to them."

The original TruMoo flavor is chocolate sold as 1% low-fat milk in retail and
fat-free in schools. Depending on regional and retailer variations, other
varieties include strawberry and vanilla and are available in gallons, half
gallons, quarts and single serve (10-, 12-, 14- and 16-ounce) bottles. TruMoo
milk is offered in school and foodservice settings in half-pint containers.

Here is a nutritional comparison of milk products showing the increased
benefits of newly reformulated TruMoo:

1 Cup Serving    1% Low Fat   New 1%         Previous 1%     A Leading
Size of          White Milk   TruMoo^®       TruMoo^®        Competitor
Total Sugar      12g          18g            22g             28g
Added Sugar      0g           6g             10g             16g
Fat              2.5g         2.5g           2.5g            2.5g
Calories         110          140            150             170

To learn more about TruMoo milk and its nutrition information, visit
www.TruMoo.com, Facebook or Twitter.

The Dean Foods family of brands making TruMoo regionally with local fresh
white milk include:

- Alta Dena®      - Jilbert™                   - Oak Farms®
- Barber's®       - Knudsen®                   - Pet®
- Berkeley Farms® - LAND O LAKES®              - Price's™
- Broughton™      - Lehigh Valley Dairy Farms® - Purity Dairies
- Brown's Dairy®  - Louis Trauth Dairy Inc.®   - Reiter™
- Country Fresh®  - Mayfield®                  - Shenandoah's Pride®
- Creamland™      - McArthur®                  - Swiss Premium™
- Dean's®         - Morning Glory®             - T.G. Lee®
- Gandy's™        - Meadow Brook®              - Tuscan®
- Garelick Farms® - Meadow Gold®
- Hygeia®         - Model Dairy®

TruMoo milk in California will differ slightly in nutrition composition due to
different regulatory requirements for dairy in that state.

*1,000 interviews with moms of kids in grades K through 12 between March 9,
2012 and March 14, 2012. Conducted by KRC Research for MilkPEP.

Dean Foods is a leading food and beverage company in the United States. The
Company's Fresh Dairy Direct segment is the nation's largest processor and
direct-to-store distributor of fluid milk marketed under more than 50 local
and regional dairy brands and private labels. Fresh Dairy Direct also
distributes ice cream, cultured products, juices, teas, bottled water and
other products. Dean Foods also holds a majority interest in The WhiteWave
Foods Company, which produces and sells an array of nationally and
internationally branded plant-based foods and beverages, coffee creamers and
beverages, and premium dairy products. WhiteWave brands - including Silk®,
Horizon Organic®, International Delight®, and LAND O LAKES® - are category
leaders and consumer favorites. Alpro is the pan-European leader in branded
soy food and beverage products with the Alpro® soya and Provamel® brands. For
more information about Dean Foods, visit www.deanfoods.com.

Contact: Maya Zisbrod
         (212) 679-6600

SOURCE Dean Foods

Website: http://www.deanfoods.com
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