Dairy Foods :: February 2003 :: Swiss Valley Farms... -
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Published on: 3/30/2003
Last Visited: 3/30/2003
"It has grown our milk volume and it continues to sell," says Swiss Valley CEO Gene Quast."It sold out so quickly that we were running back with specials to restock it."
Under the Deja Moo program, Swiss Valley puts its standard milk products into 1.5 and 3 liter Deja Moo bottles.Local color newspaper ads entice customers with the edgy package and label design and marketing sizzle.The dairy pays a licensing fee to American Dairy Corp.
Quast said he was concerned about cannibalizing Swiss Valley, but that didn't happen.
"We have been able to take away space from the other guys," he says.
Retailers were thrilled with the idea, Quast said, and the company will continue to introduce Deja Moo in new markets.