Organic Valley, La Farge, Wis., introduced Ultra, the first organic ultrafiltered milk available nationally. According to the cooperative, the milk has 50% more protein and 50% less sugar than regular milk. It was developed in response to consumer demand for high-protein, low-sugar organic options produced with no pesticides or artificial growth hormones.
Organic Valley Ultra is available in Whole Foods Markets around the country and is rolling out to other retailers in October. The suggested retail price is $5.99 for a 56-ounce container; the line is available in four options: Whole, 2% Reduced Fat, 2% Chocolate and Skim.
According to internal research conducted by Organic Valley in December 2018, knowing that a product was produced without pesticides or artificial growth hormones is a top purchase motivator in the dairy aisle for moms across the country who identify as the primary grocery buyer in the household. The same study showed that for chocolate milk buyers in the same group, higher protein and lower sugar also registered as strong purchase motivators.
“At Organic Valley, we’re always creating innovative ways to give consumers high-quality, great-tasting organic options that meet their needs for healthy food from companies that align with their values,” says Bob Kirchoff, CEO of Organic Valley. “Not only does Organic Valley Ultra provide consumers with an organic ultrafiltered product they can feel good about buying and consuming, it ensures we can support our cooperative’s mission to save small family farms by marketing their organic products.”
Organic Valley Ultra starts with Organic Valley’s organic milk from the cooperative’s pasture-raised cows. During the filtering process, the naturally occurring sugar lactose in the milk is reduced. The addition of the lactase enzyme makes Organic Valley Ultra lactose-free. The resulting product is organic milk with concentrated protein and 50% less sugar.