DairyPure's millennial-engagement strategy

Stephen Whiteside

DairyPure, the milk brand, is mapping out how best to reach millennial consumers at a time of changing tastes and habits.

Milk is in a bad spot.

Though no one questions the integrity of cows, many young Americans are no longer including the product as an integral part of their daily food regime. Further proof: Mintel, the research firm, predicts dairy-milk sales will fall by 11%, to $15.9 billion, by 2020 compared with the total from 2015 as a consequence of new health habits, growing competition from other beverages, and changing dietary preferences.

Against this backdrop, Joe Reske is seeking to make DairyPure, the largest milk brand in America, relevant to young consumers who seemingly stand apart from preceding generations in...

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