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Dean Foods and KRAFT Macaroni & Cheese Announce Pure Love Partnership

KHC | April 17, 2017

DairyPure® Brand Milk and KRAFT Mac & Cheese Cook Up the Perfect Bowl

PR Newswire

DALLAS and PITTSBURGH and CHICAGO, April 17, 2017

DALLAS and PITTSBURGH and CHICAGO, April 17, 2017 /PRNewswire/ -- Dean Foods Company (NYSE: DF) and KRAFT Macaroni & Cheese announced today 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 between April 17 and May 31, 2017.

"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. Visit DairyPure.com/products for more information.

Pick up KRAFT Macaroni & Cheese Dinner in the pasta aisle of grocery, convenience and big-box stores. For more information, visit KraftMacandCheese.com.

ABOUT DEAN FOODS

Dean Foods is a leading food and beverage company and the largest processor and direct-to-store distributor of fresh fluid milk and other dairy and dairy case products in the United States. Headquartered in Dallas, Texas, the Dean Foods portfolio includes DairyPure®, the country's first and largest fresh, white milk national brand, and TruMoo®, the leading national flavored milk brand, along with well-known regional dairy brands such as Alta Dena®, Berkeley Farms®, Country Fresh®, Dean's®, Friendly's®, Garelick Farms®, LAND O LAKES®* milk and cultured products*, Lehigh Valley Dairy Farms®, Mayfield®, McArthur®, Meadow Gold®, Oak Farms®, PET®**, T.G. Lee®, Tuscan® and more. In all, Dean Foods has more than 50 national, regional and local dairy brands as well as private labels. Dean Foods also makes and distributes ice cream, cultured products, juices, teas, and bottled water. More than 16,000 employees across the country work every day to make Dean Foods the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion. For more information about Dean Foods and its brands, visit www.deanfoods.com.

*The LAND O LAKES brand is owned by Land O'Lakes, Inc. and is used by license.

**PET is a trademark of Eagle Family Foods Group LLC, under license.

ABOUT THE KRAFT HEINZ COMPANY
The Kraft Heinz Company (NASDAQ: KHC) is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company's iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer , Philadelphia , Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit www.kraftheinzcompany.com.