Protein timing and quality both matter, Mohr said. "Foods that combine fast and slow proteins can help provide both immediate support and longer-term nourishment. MULU provides that balance naturally through real dairy."

"MULU delivers an indulgent, satisfying eating experience with just 100 calories per serving for the low-fat (2%) variety, 120 calories for the whole (4%) variety, and less than 1 gram of sugar," the company said.

Protein has become a defining consumer priority in food. Seventy percent of Americans now actively seek more protein in their diets, and high-protein is the fastest-growing segment in dairy, DFA added.

"Consumers are increasingly looking for protein options that deliver performance without compromising taste," said Kristen Coady, chief innovation and brand officer at Dairy Farmers of America. "MULU brings that together through real dairy — offering a high protein, rich, creamy texture, along with live active cultures to help support gut health and no artificial flavors."

MULU at a Glance

• 18 grams complete dairy protein per half-cup serving — 33% more than the leading brand of cottage cheese
• Proprietary whey-and-casein two-layer formulation for fast and sustained protein delivery
• All nine essential amino acids in every serving
• 15.9% protein density (protein grams per serving)
• Available in 2% low-fat and whole milk varieties 
• 60 to 72% of calories from protein, depending on variety
• Less than 1 gram of total sugars per serving
• 100 calories per serving for 2 percent low-fat; 120 calories per serving for whole
• Live and active cultures to help support gut health
• Rich, creamy texture with no artificial flavors or chalky aftertaste

MULU is available now in the dairy case at Walmart stores nationwide. The brand launches in 16-ounce cartons in 2% low-fat and whole milk varieties, with a suggested retail price of $4.26.