Target launched Good & Gather Ultra-filtered milk.

"Ultra-filtered milk has become one of the most talked-about items in the dairy aisle, and shoppers aren't just buying it— they’re obsessing over it. Reddit threads have exploded with nutrition label comparisons, price breakdowns and one persistent question: why isn't this available everywhere, at a more accessible price point? Target has the answer," the company said.

Good & Gather Ultra-filtered milk hit has four flavors, a premium bottle and a 50-cent saving over its competitors, the company states.

 Benefits of the product, according to Target, are:

• Four flavor dominance: While other retailers have dipped a toe with a single SKU, Target is launching four varieties (Whole Milk, 2% Reduced Fat, Fat-Free, and Chocolate) in Target stores nationwide from day one, in the premium bottle format consumers love. 
• Same benefits, lower price tag, no tradeoffs: Good & Gather Ultra-filtered Milk delivers the full trifecta consumers are seeking—high protein, less sugar and lactose-free, for only $4.99.  
• Shelf-ready and budget-friendly: From Reddit deep-dives to TikTok taste tests, milk content is everywhere right now. Target is entering the conversation at exactly the right moment, with a product that’s more widely available, more affordable, and backed by a brand name consumers already have in their fridges.