Organic Valley reformulates Fuel protein shakes
The line now has 50% less sugar.
Organic Valley, La Farge, Wis., reformulated its Fuel protein shakes, which are packed with organic protein and essential nutrients. The offering was developed in response to consumer demand for high-protein, low-sugar options produced without toxic pesticides or artificial growth hormones, Organic Valley said.
Now with 50% less sugar than before, Organic Valley said its shelf-stable protein shakes fuel healthy lifestyles with 20 grams of organic protein. The suggested retail price for a single-serve 11-ounce carton is $2.99. Four- and 12-packs also are available at suggested retail prices of $10.99 and $29.99, respectively.
Fuel comes in three flavors: Chocolate, Vanilla and, new to the product line, Coffee. The coffee variety not only packs in 20 grams of pasture-raised protein, but also offers the same amount of caffeine as an 8-ounce cup of coffee. A healthy on-the-go snack, post-workout recovery shake or an afternoon energy boost, Fuel is the perfect nutritious beverage for busy lifestyles, Organic Valley said.
"Consumers want options that taste great and adhere to the strict USDA organic guidelines from a company that aligns with their values," says Laurie Drake, senior brand manager at Organic Valley. "Organic Valley Fuel provides all that and more — great taste, high protein, low sugar and the added benefit of knowing that the product comes from our cooperative of small family farmers that are committed to upholding the highest standards of animal care."
Organic Valley's Fuel starts with organic milk from the cooperative's pasture-raised cows. During the ultrafiltering process, the naturally occurring sugar-lactose in the milk is reduced. The addition of a lactase enzyme makes Organic Valley's Fuel lactose-free. The resulting product is a protein-packed beverage with 50% less sugar than the original formula, the company said.