The a2 Milk Co., Boulder, Colo., said it launched a new national TV advertising campaign. The spots show how “Life is Better With You” and why a2 Milk is already filling millions of grocery carts coast to coast, the company said. The advertisements began Oct. 23 and are airing nationally on ABC, NBC, Bravo, Food Network and HGTV networks during major shows, including The Today Show, Top Chef, Young Sheldon and This is Us.

In addition, a2 Milk cartons are sporting a bolder color palette and crisp, new modern look meant to catch the eye of health-conscious consumers as they scan the crowded dairy case, the company said.

“People across the country are finding out about a2 Milk and discovering that they can love milk again,” said Blake Waltrip, CEO of The a2 Milk Co. U.S. “Dairy nutrition plays an important role for a healthy lifestyle, so we’re excited to launch this TV campaign that shows families enjoying life and drinking our milk.”

The a2 Milk Company’s new packaging and ad campaign come on the heels of the launch of its newest product, a2 Milk coffee creamer, available in Sweet Cream and Creamy Vanilla flavors.

Published peer-reviewed research suggests that a2 Milk may help avoid stomach discomfort in some people because the milk comes from cows that naturally produce only the natural A2 protein and no A1,. The a2 Milk Company said it works with local U.S. dairy farmers to identify cows that naturally produce only the A2 protein type and process their milk separately, making it possible for some with sensitivities to enjoy real cows’ milk.

The a2 Milk Company said it pays its farmers a premium to help them improve their profitability and reinvest in their farms. All of the company’s U.S. farms are certified by Validus for high animal welfare standards.