Over the past few years, non-dairy milk trends have been on the rise. Many attribute this shift to consumer interest in healthy living, nutrition, and sustainability concerns. However, a recent report by the CBC examined the nutritional advantages of both alternative milk products and traditional cow’s milk, revealing that consumer perceptions are not always accurate.
For many consumers, protein is a key factor when choosing a beverage. A 2018 survey conducted by Maru/Blue found that more than 25% of Canadians purchased milk alternatives specifically as a source of protein. Additionally, 43% of consumers bought milk for its protein content, and nearly 30% wished milk contained even more protein.
These statistics highlight a common misconception among consumers that plant-based alternatives provide more protein than cow’s milk. For example, while almonds are high in protein in their natural state, many assume that almond milk is equally protein-rich. In reality, converting almonds into milk leaves only trace amounts of protein behind. A glass of cow’s milk contains 8–9 grams of protein, whereas almond milk typically provides just 1–2 grams.
Recognizing the importance of protein, several companies have begun marketing all-Canadian dairy products with enhanced protein content. Saputo and Coca-Cola were early entrants into the Canadian dairy market with their “ultra-filtered” milks, Joyya and Fairlife, respectively. Philippe Duhamel, Saputo’s vice-president for strategic business development, describes the innovative filtration process as one that “separates the milk components to concentrate the nutrients already found in milk while also reducing the lactose.” The result is a product with approximately 25% less dairy sugar (lactose) and significantly more protein. This type of research and development demonstrates that Canadian dairy, led by brands such as Joyya and Fairlife, is adapting to meet evolving consumer demands.
Lactantia is the latest player in the ultra-filtered milk market with its new Canadian UltraPur product line, available in 1.5L bottles. The lineup includes both traditional 2% and chocolate 1% varieties, both of which offer 50% more protein and 25% less lactose compared to traditional milk. The chocolate version is also free from sucralose and other artificial sweeteners. This new product builds on Lactantia’s PurFiltre line, which extends milk’s freshness longer than traditionally pasteurized milk without added preservatives.
Beyond nutritional benefits, UltraPur milks are packaged in environmentally friendly, BPA-free, recyclable bottles designed to block UV and visible-spectrum light. This feature is particularly valuable, as researchers from Newcastle University have found that light exposure—such as the LED lighting in supermarkets—can degrade key nutrients in milk, including vitamin A, riboflavin, and vitamin D.
Canadian dairy continues to push the boundaries, delivering some of the highest-quality milk products in the world.
Sources:
https://www.cbc.ca/marketplace/blog/information-about-alternative-milks
https://lactantia.ca/food_product/lactantia-ultrapur-2-1-5l/
