Horizon Organic is embarking on a mission to captivate the hearts and minds of caregivers navigating the challenging terrain of transitioning young children from breast milk or formula to dairy milk. This expanded marketing campaign is aimed at addressing the worries that many parents face during this pivotal stage of their child’s development.
The Stressful Transition to Dairy Milk
Did you know that nearly 50% of caregivers with children aged 9 to 24 months describe this transition as one of the most stressful phases of parenthood? It’s a significant concern that demands attention.
“The transition to dairy milk may not always be smooth,” acknowledges Katie Brandyberry, Director of Integrated Marketing at Horizon Organic. Many children may resist the new taste or texture, which can understandably cause worry among parents. Survey data commissioned by Horizon revealed that a staggering one-third of parents fret over whether their children will miss breast milk or formula, if they will enjoy dairy milk, and whether they’re getting enough essential nutrients.
These concerns, as Brandyberry points out, are not just typical; they reflect genuine fears regarding potential nutrition deficits. “Young children can sometimes fall short on key nutrients,” she explains. Taking DHA Omega-3 as an example, NHANES 2015–2016 shows that kids aged 2 to 5 average only 20 mg of DHA daily, and those aged 6 to 11 average about 30 mg—significantly below the Food and Agriculture Organization‘s guideline of 100-250 mg of combined EPA and DHA, depending on age.
Brandyberry elaborates: “DHA’s benefits are contingent upon its effective delivery to the brain, which is where choline plays a crucial role in transporting DHA to brain cell membranes. Since our bodies don’t produce sufficient choline, it must be sourced from our diets.”
A Nutritional Solution: Horizon Organic’s Growing Years
To tackle these nutritional concerns head-on, Horizon Organic developed Growing Years—a product formulated in collaboration with pediatricians. Every serving contains 50 mg of DHA Omega-3, 8 grams of protein, choline, prebiotics, and is an excellent source of calcium and vitamin D.
Dairy Innovations
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Building Loyalty Through Reassurance
To amplify the awareness of the functional benefits encapsulated in Growing Years and to bolster caregivers’ confidence, Horizon Organic recently expanded its notably successful This Milk Means Business campaign. Originally launched in 2024, the campaign now features Growing Years Milk while spotlighting its existing DHA Omega-3 offerings.
Centrally featured in the campaign is an engaging video spot starring a 1-year-old whose enthusiastic request for Growing Years Milk at her birthday party reflects parental confidence in the product’s nutrient profile. “Parents happily oblige,” Brandyberry notes, highlighting the essential nutrients that Growing Years offers.
Adding to the campaign’s value, Horizon Organic has crafted ‘Milk 101’ content in partnership with pediatric health and development experts to ease the transition into dairy milk for both toddlers and their parents. The campaign doesn’t stop there; it also includes a social media giveaway to celebrate that crucial first-year milestone.
Empowering Caregivers with Practical Tips
At the heart of the Growing Years Milk campaign is a robust foundation established through strategic collaboration with BabyCenter. This partnership aims to engage caregivers effectively while sharing valuable tips and tricks to facilitate the oftentimes challenging transition to dairy milk.
“That partnership propelled strong engagement and has seamlessly integrated into our 2025 Growing Years campaign,” says Brandyberry. Additionally, Horizon Organic has previously teamed up with retailers for in-store and online shopper marketing initiatives to promote awareness of Growing Years, a strategy that will continue into 2025.
