"Despite our numerous achievements during the past 18 months, the company continues to be impacted by the rising cost of raw milk and market challenges facing the dairy industry," said CEO Tony Sarsam in a statement.

[15] In June 2020, it was announced that New Dairy Opco LLC had won the auction for most of Borden's assets, becoming the company's new owner.

New Dairy Opco was led by a team composed of the former CEO of Dean Foods, Gregg Engles, and Kohlberg Kravis Roberts (KKR).

Elsie was first introduced in 1936, appearing as one of four cartoon cows (with Mrs. Blossom, Bessie and Clara) in a series of advertisements that ran in medical journals.

[20] Selena Gomez was a spokesperson for Borden Milk and is featured in the campaign's print and television ads.

[25] As of May 2021, Borden Dairy operated 14 plants in the Midwest, Southern, and Southeastern regions of the U.S. and nearly 100 distribution centers.