This spring, Midwest Dairy partnered with Dairy West and Maverik Inc., the 12th-largest convenience store chain in the U.S., to launch two bold promotions in more than 800 stores across 20 states. After acquiring Kum & Go, Maverik is expanding rapidly, creating new opportunities to put real dairy in the hands of busy consumers on the move.
The first promotion, which ran from February 19 to April 1, 2025, offered $0.50 off half-gallon milk. Supported by in-store cooler shelf signage, the initiative resulted in a 2% year-over-year unit sales increase across seven Midwest states: Minnesota, North Dakota, South Dakota, Iowa, Nebraska, Missouri, and Kansas. This regional growth far outpaced national convenience store sales, which saw a -6.8% decline during the same period, according to checkoff data.
The second promotion, which ran from April 2 to May 20, 2025, offered a free cookie with the purchase of a pint of milk. The offer was advertised with cooler door wobblers and bakery clings, generating 45,054 redemptions, exceeding expectations.
Severe winter weather in key markets, including Minnesota, Missouri, Oklahoma, and Arkansas, and temporary store closures from rebranding slowed early performance. Momentum picked up by March as stores reopened and marketing efforts gained traction. Although the promotions fell just short of ROI goals, consumer engagement surged, especially around the nostalgic and satisfying pairing of cookies and milk. Fresh pint milk also gained market share from higher-priced alternatives, reinforcing dairy’s strong value proposition in the convenience retail space. Midwest Dairy continues to use checkoff dollars strategically, fueling partnerships that expand dairy’s reach in high-traffic convenience stores and keeping real milk top of mind for busy families.