The proposed 2012 USDA school breakfast and lunch nutrition standards are clear: flavored milk offered in schools, including chocolate, should only be fat-free. Reiter Dairy, part of Dean Foods (NYSE: DF) family of brands, is leading through innovation by introducing TruMoo®, the company’s new fat-free chocolate milk made with 10-15 percent fewer calories, 15-20 percent less sugar, and no high fructose corn syrup.

“We recognize that school nutrition directors need a solution. On one hand, chocolate milk is preferred by children and provides important nutrients that are hard to replace elsewhere on cafeteria trays. On the other hand, we understand the concerns about added sugars,” said Andrea Carrothers, MS, RD, registered dietitian and Nutrition Communications Manager for Dean Foods. “That’s why TruMoo from Reiter Dairy – with the right blend of fresh, local white milk, pure cocoa and sugar – is a great solution. More than half the sugar in TruMoo is lactose, the same natural sugar found in all milk.”

Reiter Dairy successfully reduced up to 6 grams of sugar, or 1.5 teaspoons, per serving compared with its previous varieties. TruMoo contains just 10 grams of added sugar, compared with up to 28 grams in soft drinks and other sweetened beverages. Find more information on TruMoo at www.TruMoo.com or on Facebook and Twitter.

“We’ve been talking with school customers throughout the summer about the new product,” said Bill Riley, General Manager for Reiter Dairy. “Many schools in Ohio will begin serving fat-free TruMoo when students return to school next month, well in advance of the finalization of the USDA guidelines.”

Louise Easterly, Food and Nutrition Supervisor for Kettering City Schools south of Dayton and past president of the Ohio School Nutrition Association, will be serving fat-free TruMoo from Reiter Dairy.

“We’re very excited about the new milk, especially since it has lower sugar and no fat. Chocolate milk receives a lot of unnecessary criticism. When you look at the variety of beverage options these days, there’s just no comparison to the nutritional value of chocolate milk,” said Easterly. “We are especially pleased that we can get a fat-free formula ahead of the USDA requirements. Now, students will get an introduction to the new TruMoo name and fat-free chocolate milk at the same time.”

Jessica Shelly, Food Services Director for Cincinnati Public Schools, knows TruMoo well. Her district worked with another Dean Foods brand, Trauth Dairy, to introduce the TruMoo chocolate milk formula as a pilot last year. Starting this fall, Cincinnati public schools will also convert to the new fat-free variety and milk cartons with the new TruMoo branding.

“We don’t think the students will even recognize a difference between the lowfat and the fat-free milk because TruMoo has such a great ‘mouth feel.’ And even with the reduced sugar, the milk still has a great chocolate flavor,” said Shelly. “Not only did our students love it, but parents did too because we were able to keep chocolate milk on the menu but with a better nutritional profile. With TruMoo, both our white and flavored milk will be fat-free, putting us a year ahead of the USDA regulations.”

School nutrition or food service directors interested in learning about TruMoo can call Dean Foods at 214-721-7766 or email TruMooInfo@deanfoods.com.

ABOUT REITER DAIRY

When Ralph Reiter and his son, Harold, founded Reiter Dairy in 1933, milk sold for eight cents a quart. But the little dairy across the street from the University of Akron grew, nourished by employee pride and enthusiasm. During the 1950s and ’60s, Reiter acquired more than 20 dairies around northern Ohio, and expanded into refrigerated and frozen food products. When they acquired a milk plant and distribution center in Springfield, they were able to expand their market to southern Ohio. Reiter Dairy provides milk, flavored milk, juices, fruit drinks, cottage cheese, sour cream and chip dip to loyal customers throughout most of Ohio and is a member of the Dean Foods family of brands. Visit www.reiterdairy.com for more information.

CONTACT: Dean Foods/Reiter Dairy Communications, Jamaison Schuler, +1-214-721-7766



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