Organic Valley has launched Protein Plus, an ultra-filtered milk line positioned around a simple nutrition message: 50% more protein and 50% less sugar than regular milk, while remaining lactose-free. Retail listings and launch coverage show the product at 13g of protein per cup, and one recent retailer/product listing also shows 6g of sugar per serving.

The launch includes Whole, 2%, and Skim options and is being sold nationally. Organic Valley is also emphasizing that the milk comes from pasture-raised cows and maintains the brand’s broader organic and farmer-owned identity.

Fairlife helped prove that shoppers will buy into ultra-filtered, higher-protein milk, but Organic Valley is taking that same demand and tying it to a different value set: organic sourcing, pasture-raised dairy, and a cleaner-label feel. That gives consumers a more premium alternative in a category that has mostly been dominated by conventional dairy players.

The product also works because the numbers are easy to understand. 13g of protein per cup is meaningful without being overcomplicated, and the sugar reduction is a clean secondary benefit.

Protein is showing up in more basic grocery staples, not just bars and shakes. Milk is one of the most natural examples because consumers already understand how to use it. Organic Valley is not creating a new habit here. It is making an existing habit more protein-forward.

Sources:
Organic Valley Press Release – https://www.organicvalley.coop/newspress/protein-the-organic-way-introducing-organic-valley-r-protein-plus-tm-ultra-filtered-milk/
Organic Valley Product Page – https://www.organicvalley.coop/products/milk/protein-plus/organic-valley-protein-plus-ultra-filtered-whole-milk-48-oz/
Target – https://www.target.com/p/organic-valley-protein-plus-2-milk-48-fl-oz/-/A-95095538
Harris Teeter – https://www.harristeeter.com/p/organic-valley-protein-plus-organic-whole-ultra-filtered-milk-48-oz/0009396601075