Borden Brings its Premium Milk to an Additional 12 Million Consumers; Expands Distribution In Southeast

DALLAS, July 26, 2011 /PRNewswire/ -- Borden Dairy Company, one of the most trusted brands in the dairy industry, announced today that it will bring its rich, creamy milk to more dairy aisles across the Southeast. Borden® milk is now available to milk fans in Alabama, Mississippi and South Carolina at thousands of local retail locations. Borden milk is also sold in Texas, Louisiana and Florida.

Borden milk is best known for great-tasting, velvety milk, which is a result of the Company's proprietary pasteurization and processing practices. Coburg Dairy in South Carolina and Dairy Fresh in Alabama have been renamed Borden Dairy Company of South Carolina and Borden Dairy Company of Alabama, respectively, to support the brand's relaunch and expanded distribution.

Borden Dairy Company of Alabama will also oversee local Borden milk processing in its Hattiesburg, Mississippi plant. The Hattiesburg facility will supply high quality, fresh Borden milk to communities throughout Mississippi.

"Milk is not just milk. Borden milk is a premium product with a great taste and enhanced nutrition. Our milk provides nine grams of protein and 35 percent of the recommended daily allowance of calcium per serving. Traditional fluid milk provides eight grams of protein and 30 percent of the recommended daily allowance of calcium per serving," said Mark Flagg, general manager of Borden Dairy Company of Alabama. "We look forward to delivering our delicious milk to those living in the Southeast as well as reintroducing consumers to Elsie, our beloved spokescow."

"We are pleased to provide consumers with an exciting new milk option. Borden has a 150-year heritage of dairy excellence, established by America's first milkman, Gail Borden, Jr.," said Ed Medors, general manager of Borden Dairy Company of South Carolina.

"Coburg Dairy has provided milk to South Carolina for more than 80 years, and this same team is very proud to now be a part of the Borden brand. We look forward to locally processing and supplying exceptional Borden milk to the people of our state," continued Medors.

The famous milk and its celebrity spokescow have a strong legacy of innovation, quality and nutrition. Borden milk comes from artificial growth hormone-free cows*, and the brand sources milk from local farms in the areas it serves.

Consumers will be reintroduced to the brand via an integrated retail and trade marketing plan that serves to educate and encourage them to "discover the Borden difference." With a rich, creamy taste, Borden milk also packs a lot of nutrition -- all in light-blocking packaging to maintain freshness.

Borden will offer whole, 2%, 1% and fat free skim milk to consumers, along with great-tasting strawberry and chocolate varieties. For more information and local store locations, visit www.bordendairy.com.

America's Favorite Spokescow: Elsie

Elsie, first introduced to America in 1937, symbolizes the quality and freshness of Borden products. From Hollywood films to the World's Fair to a Macy's storefront window in New York City, the doe-eyed cow has charmed Americans from coast to coast for more than 70 years, and was one of the country's first witty working moms.

In 2000, Advertising Age recognized Elsie as one of the top 10 advertising icons of all time. Today, she is being reintroduced to a new generation of milk lovers in the Southeast, and will be touring the area, visiting local retailers for meet and greets with children and adults of all ages to help the brand make a difference in local communities and educate families about good nutrition choices.

Borden Dairy Company

Borden Dairy Company, headquartered in Dallas, employs approximately 4,500 people throughout the United States who support the processing, distribution and sale of milk in local markets. The Company produces best-in-class milk products for foodservice and retail customers.

Borden Dairy Company carries on the legacy of Gail Borden, Jr., who brought stability and structure to dairy farming methods, milk distribution and business practices. Today, Borden strives for the highest quality and nutrition standards just as its founder Mr. Borden did. For more information, visit www.bordendairy.com.

*FDA has determined that there is no significant difference between milk from artificial growth hormone-treated cows and non-treated cows.

SOURCE Borden Dairy Company