Organic Valley Reveals New "Ultra" Organic Ultra-Filtered Milk

Features 50% more protein and 50% less sugar than regular milk, Organic Valley reveals new Ultra, organic ultra-filtered milk.

The new product marks the milk cooperative's first foray into an ultra-filtered milk category that's largely been dominated by Coca-Cola's Fairlife brand (which similarly features 50% more protein and 50% less sugar than regular milk).

The key distinction / marketing angle for the Ultra is that it is organic, while Fairlife is sourced from non-organic dairy farms. Both products are also lactose-free from the filtering process.

Organic Valley Ultra can be found now at Whole Foods Markets with plans to roll-out to other retailers starting in October 2019. The suggested price per 56-oz carton is $5.99. Ultra comes in four varieties: whole, 2% reduced fat, 2% chocolate, and skim.

Photo via Organic Valley.