Winning in Protein
We partnered with DFA to position its brands for success in the evolving protein landscape.
Capabilities
INSIGHTS
INNOVATION
CONCEPT DEVELOPMENT
PORTFOLIO ARCHITECTURE
DESIGN STRATEGY
PACKAGE DESIGN
Challenge
Protein has become one of the most influential drivers in food and beverage, with 7 in 10 Americans actively looking to increase their protein intake. At the same time, dairy has a natural advantage in the space, offering complete, high quality protein.
As the nation's largest dairy cooperative, Dairy Farmers of America saw an opportunity to lead this shift. The challenge was to evolve its portfolio of iconic regional brands into modern protein destinations that could attract health conscious consumers while preserving the local heritage, trust, and brand equity they had built over generations.
Action Taken
As DFA's long-term design and innovation partner, DuPuis has helped shape the future of the cooperative's national and regional dairy portfolio.
Working alongside Dairy Management Inc. (DMI), we identified emerging opportunities in dairy protein and partnered with DFA on the concept development, branding, and packaging for Milk50: a reimagined milk with fewer calories, less sugar, and the natural benefits of dairy protein.
Building on those learnings, we developed a scalable protein design system that could be applied across DFA's regional brands, allowing each to maintain its own identity while clearly communicating its high protein benefits. The platform has since been implemented across Alta Dena, Kemps, Oak Farms, Mayfield, TruMoo, and others, creating a more consistent portfolio while helping each brand compete with today's protein focused consumer.
Results
Milk50 established an innovative new platform for dairy protein, while the regional brand extensions enabled DFA to present a cohesive, modern protein portfolio across its family of trusted brands. Together, the work strengthened DFA's ability to compete in one of dairy's fastest growing segments while reinforcing the value of real dairy protein.
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