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Low-calorie nutrient-rich milk launched to battle dairy alternatives

Plant-based milk has carved out a growing slice of the milk market in recent years, but now Dairy Farmers of America is pitching its Milk50 by DairyPure to claw back more of the market share.

Dairy alternatives, particularly plant-based offerings such as almond and oat milk, have been marketed on the strength of improved nutritional and calorie profiles when compared to both whole and reduced-fat dairy milk products.

Milk50 is a range of flavoured milks positioned with an enhanced nutritional profile that combines just 50 calories and nine grams of protein per serving, alongside a lactose-free formulation. It is available in original, chocolate, and vanilla flavours, and contains 75% less sugar compared to fat-free skimmed milk.

In the US, dairy milk continues to dominate the dairy and alt-dairy market, but plant-based milks have been gradually eating into market share.

According to Markets & Markets, dairy milk still holds the majority of the US market share at 84%, but this is down from 88% in 2018. Its figures show that plant-based milk now accounts for 16% of the total milk market, up from 12% in 2018.

A milk formulated to outdo dairy and non-dairy offerings

Rachel Kyllo, chief marketing officer of dairy brands at Dairy Farmers of America, believes its latest milk offering will not only provide a competitive edge against the long-term trend for plant-based milk but will also provide more choice in the low-fat dairy milk category.

“Milk50 is designed for people who are looking for ways to cut down on calories and reduce sugar,” said Kyllo. “These calorie-conscious consumers may have turned to plant-based beverages because these drinks are typically lower in calories and sugar compared to milk, yet many of these consumers have been disappointed by the taste and nutrition of these alternatives.”

Kyllo went on to point out that while Milk50 is low in calories, it also has significantly higher protein levels than most plant-based milks and lower sugar levels, which may appeal to individuals wanting to reduce their calorie intake, as well as diabetics.

Advanced filtration removes 75% of sugars

“Compared to 2% reduced fat milk, Milk50 is fat free and is lower in calories (50 vs. 120), while maintaining protein and other key nutrients. An advanced ultra-filtration process removes 75% of the sugar found in fat-free skim milk, so Milk50 contains only 2-3 grams of sugar (depending on the flavour), compared to 12 grams of sugar in regular 2% milk,” Kyllo explained.

A 2023 McKinsey report found that 65% of US households purchased both dairy and non-dairy milk, indicating a growing trend for both categories. Yet, 40% of consumers purchasing plant-based milk expressed dissatisfaction with the taste and nutritional profile of non-dairy options, creating an opportunity for innovative dairy products like Milk50.

Development behind Milk50 emphasised full flavour

Kyllo also pointed to the fact that this shift in consumer preferences has led to increased demand for products that are both nutrient rich and low in sugar without compromising on taste.

This is why the development team behind the new beverage range placed a significant emphasis on its taste and mouthfeel.

“Milk50 removes 75% of the sugar naturally found in milk through an ultra-filtration process while preserving protein and key nutrients. To maintain a slightly sweet, balanced flavour, a small amount of allulose, along with stevia leaf, was chosen as the sweeteners for the original and vanilla flavours,” Kyllo said.

The company said that allulose was chosen because it is a low-calorie sweetener with the taste and texture of sugar but with around 10% of the calories. It also pointed to research showing that allulose does not raise blood sugar levels, making it suitable for consumers looking to lower their sugar intake while not compromising on flavour.

Additionally, Kyllo said Milk50 is well suited to individuals looking to maintain muscle tone and satiety after taking GLP-1 medications, diabetics, as well as consumers looking for full-flavour, lactose-free options.