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Coke takes on ‘super milk’

Health and wellness start-up fairlife – founded by the Select Milk Producers co-op – has introduced fairlife ultra-filtered milk, which it describes as high quality milk that’s cold-filtered for 50 percent more protein, 30 percent more calcium and half the sugar of ordinary milk. fairlife is rolling out across the USA thanks to distribution from The […]

Health and wellness start-up fairlife – founded by the Select Milk Producers co-op – has introduced fairlife ultra-filtered milk, which it describes as high quality milk that’s cold-filtered for 50 percent more protein, 30 percent more calcium and half the sugar of ordinary milk.

fairlife is rolling out across the USA thanks to distribution from The Coca-Cola Company’s Minute Maid Division. The product is available in fat-free, reduced fat (2%), whole and chocolate reduced fat (2%) varieties.

According to the company, the key to its groundbreaking ultra-filtered milk is fairlife’s patented cold-filtration that’s a true innovation in milk, enhancing its natural nutrition without the use of protein or calcium additives.

“fairlife is a transformational innovation that retains the purity of real milk yet significantly improves its health benefits and taste,” said Mike McCloskey, a former veterinarian, active dairy farmer and CEO of the co-op. “Our patented filtration concentrates the best of milk’s natural nutrients, like protein and calcium, while filtering out the lactose and reducing the sugars – we’re very excited to be taking a superfood and making it even better, with more goodness than ever.”

“As dairy farmers and parents of four, we believe that milk could and should be even better,” said Sue McCloskey, who co-founded fairlife with her husband Mike. With a few other families, the two own the flagship Fair Oaks Farms dairy in Indiana. “With fairlife, we’re bringing families everywhere great tasting, convenient, high quality, simple nutrition from real food.”