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Dean Foods, KRAFT Partner on Mac & Cheese
Illinois Ag Connection - 04/19/2017

Dean Foods Company and KRAFT Macaroni & Cheese announced they are joining forces in a strategic collaboration, spotlighting Dean's DairyPure brand milk and KRAFT Macaroni & Cheese (KMC). The partnership between the country's first and largest national fresh white milk brand and one of America's most iconic home-cooked dinners brings together the shared benefits the two brands offer: high quality, great-tasting kitchen staples consumers can feel good about serving their families.

Dean Foods launched DairyPure in 2015, making it America's largest fresh white milk brand. Backed by its exclusive 5-Point Purity Promise, DairyPure offers consumers across the country a fresh milk cold-shipped from their local dairy, with no artificial growth hormones and always tested for antibiotics. Also in 2015, KRAFT removed artificial flavors, preservatives and dyes from its famous Macaroni & Cheese recipe, while still delivering the same delicious taste parents and kids love.

Together, in 2017, Dean and KRAFT Mac & Cheese will launch a Pure Love co-branded ad campaign, including in-store POS, special product labels and tags, IRCs and digital marketing and social media content support. Given the significant scale of both brands, coupled with their natural synergy, the partnership will provide a strategic growth opportunity for both. Retailers and their customers can expect to see the Pure Love of DairyPure and KRAFT Macaroni & Cheese in stores through May 31.

"With its 5-Point Purity Promise, DairyPure brand milk delivers fresh, nourishing and quality dairy products to American families, pure and simple," said Ralph Scozzafava, CEO of Dean Foods. "We are proud of that, and our partnership with KRAFT brings the DairyPure promise to millions of consumers who love Macaroni & Cheese."

"Kraft Macaroni & Cheese has been a family favorite for over 80 years. We gave consumers even more reasons to love it last year with our move to no artificial flavors, preservatives, or dyes. Dairy Pure brand milk is the ideal partner to make a tasty bowl of Kraft M&C," said Jessica Gilbertson, head of meals at Kraft Heinz.

DairyPure brand milk can be found in the dairy aisle of grocery, convenience and big-box stores.

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