Chicago-based Fairlife LLC said it added a line of lactose-free milk under its new Good Moo’d brand. Made through a patented ultrafiltration process, the products bring forward the smooth, creamy and rich taste milk lovers remember and contains 25% less sugar than the leading lactose-free milk. 

“Good Moo’d doesn’t compromise,” said Jeremy Faa, chief operating officer of Fairlife. “It’s lactose-free, great-tasting and a better-for-you choice in what was —before today — a category with limited options.”

In a consumer study, 40% of consumers described lactose-free options as “too sweet” when asked to describe them, Fairlife said. The process most brands use when creating lactose-free milk, which is simply adding the lactase enzyme to cow’s milk, causes an overly sweet taste. This breaks down the lactose sugar found in the milk into more digestible sugars, but also causes the milk to have an extra-sweet flavor. Good Moo’d’s ultrafiltration approach, paired with the addition of the lactase enzyme, removes all lactose without compromising the creamy, natural taste of milk.

“Whether it be milk in your morning coffee or a cold glass with a chocolate chip cookie, Good Moo’d removes the barriers and delivers a new, great-tasting choice for consumers seeking lactose-free milk. We’re confident that consumers will agree when they try it,” said Faa.

Fairlife said the new milk brand is available now at select grocery and retail stores in the Northeast, mid-Atlantic, Southeast and West Coast regions of the United States.