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Fairlife introduces new high-protein milk with a series of racy ads

Who knew milk could be so provocative?

February 18, 2014

fairlife milk adsIn a racy series of ads featuring glamorous women in pin-up poses dressed only in milk, Chicago-based fairlife LLC today introduced a high-nutrition milk that will raise consumer interest for better tasting, more nutritious milk products. Launching in the Twin Cities, fairlife purely nutritious milk has 50% more natural protein and calcium and 1/2 the sugars of ordinary milk, made with real milk and no protein powders.

The milk is sold in 32-ounce and 52-ounce bottles with a suggested retail price of $2.99 and $3.99, respectively. After the Twin Cities, the product will be available in Denver and then across the Midwest, a company spokeswoman told Dairy Foods.

"Consumers are looking for better quality, great tasting nutrition that comes from the highest quality milk," said Steve Jones, chief executive officer of fairlife. "With fairlife, we're bringing them a delicious and more nutritious milk than anything in the market with a breakthrough campaign that shows how sexy vitality can be. And since fairlife milk comes from family-owned farms committed to quality, sustainability and animal comfort, consumers can feel good about the source too. We call it our from grass to glass promise."

fairlife milk adsMike and Sue McCloskey, dairy farmers who co-founded fairlife, believed they could create new products to provide busy families like theirs with better nutrition from the wholesome goodness of real milk.

"Mike and I have been dedicated for years with ways to produce more nutritious milk," said Sue McCloskey. "We believe today's active families want more protein and calcium without lactose. We literally designed fairlife at our kitchen table combining my interest in healthy wellness products and Mike's veterinary and scientific background. That's what's led to this amazing and great-tasting milk."

Pioneers of the cold-filtration process to concentrate milk's best nutrients, the McCloskeys are also revolutionizing the dairy industry with their cutting-edge practices in sustainable agriculture and cow care, owed not only to Mike's background as a veterinarian but also to their shared belief in responsible farming.

Revolutionizing Milk
Unlike anything the milk industry has ever seen, fairlife milk flows through soft filters to concentrate desired nutrients like protein and calcium, while separating out the fats and sugars from the milk. The brainchild of veterinarian turned dairy farmer Mike McCloskey, this now patented cold filtration delivers more of milk's best nutrients to people seeking great tasting natural nutrition in every delicious glass of fairlife purely nutritious milk.

Better Milk From a Better Place
fairlife milk comes from a co-op of family farms united in pursuing the highest standards of milk quality, agricultural sustainability and animal care – so consumers can feel truly good about where their milk comes from.

Each cow at fairlife lives in clean, comfortable surroundings with soft sand beds in freestanding protected barns, allowing her to walk around freely while being shielded from wind, rain and snow. Passionate stewards of the environment, fairlife continues pioneering sustainability practices including converting cow manure to power the Fair Oaks, Ind., flagship farm and its fleet of 42 compressed natural gas milk trucks. This style of responsible family farming is a model for a growing population, using less water and land to produce more, higher quality milk.

fairlife milk adsFrom growing the crops that feed the cows, to milk production to its delivery, the company also controls the entire production process, evidence of the their complete commitment to 100 percent traceability for all of their milk.

Taking milk where it's never been before, the game-changing product and eye-catching ad campaign will launch in the Twin Cities in this month. "Minnesotans are an incredibly active group who lead healthy lifestyles and care about nutrition. And they drink a lot of milk. With such a strong consumer-base and the distribution partnership of St Paul-based Kemps, one of the leaders in the dairy industry, we couldn't be happier to launch fairlife purely nutritious milk here. It's our learning lab for future expansion," Jones said.

About fairlife
Headquartered in Chicago, fairlife LLC is revolutionizing health and wellness by bringing their nutritious, high quality, great-tasting milk to a range of naturally advanced beverages for home, grab 'n go and fitness needs. fairlife was founded in 2012 by Select Milk Producers, a co-op of 92 family-owned dairies responsible for the high-quality milk that is key to fairlife products. fairlife purely nutritious milk joins sister brand Core Power, a great-tasting high protein drink created for fitness enthusiasts and on-the-go protein seekers. For more information, visit

SOURCE: fairlife

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