The Borden brand is celebrating its return to Ohio after a 24-year absence in the market. All Borden brand classic white milks and flavored drinks are now available at retailers across the state, said Dallas-based Borden Dairy Co. Other Borden products will be available later this year.
Borden Dairy has a rich history in Ohio and was once headquartered in Columbus. The Borden brand left the state after a change of ownership in 1995, but reappeared in Ohio schools this past year. Although Borden products have not been sold in the area for more than two decades, results from a Cooper Roberts Research survey indicate that more than 80% of consumers are still aware of the Borden brand, the company said.
Ohio is an important part of the company's expansion strategy.
"Ohio played a significant role in Borden's history, so we are overjoyed to return and receive such incredible support from the community," said CEO Tony Sarsam. "We look forward to winning Ohioans back with our tasty and wholesome products."
Ohio residents are likely to recognize Borden's Elsie the Cow, one of America's best-known brand mascots. First introduced by Borden in 1936, Elsie was named one of the top 10 advertising icons of the 20th century by AdAge, the company noted. Elsie, who also has an updated look, can be seen across the company's marketing channels and is now featured on product packaging in dairy aisles throughout Ohio and the southeastern U.S. Additionally, Ohioans will soon be able to spot Elsie on local television ads, truck wraps, in-store displays and mailed coupons, as well as at events such as the Ohio State Fair and the Rite Aid Cleveland Marathon.
Borden Dairy will operate out of two plants, located in Cleveland and Cincinnati, with approximately 350 Ohio-based employees. Borden products are being sold at Marc's, Dave's Markets, Hometown Markets, Simon's Grocery, Apples, Circle K, Walgreens, CVS, Big Lots, Menards, CFM, 7-Eleven, True North, Pilot and hundreds of independent c-stores and gas stations.