Canadian Dairy Meets Consumer Demands with Ultra-Filtered Milks

Canadian Dairy Meets Consumer Demands with Ultra-Filtered Milks

Over the last few years, non-dairy milk trends have been on the rise. Most people believe that consumer interests in healthy living, nutrition, and concerns about sustainability, have brought on this change, but that’s not necessarily true. A recent report by the CBC examined the nutritional advantages of both alternative milk products and traditional cows milk, to find that consumer perceptions are not accurate. 

For many consumers, protein is a driver when determining which beverage to purchase.  A 2018 survey conducted by Maru/Blue found that more than 25% of Canadians purchased milk alternatives specifically because they were seeking an added source of protein. 43% of consumers were purchasing milk for its protein and nearly 30% wished milk had more protein. 

These stats highlight a common and erroneous belief amongst consumers that plant-based alternatives offer a greater source of protein than cow’s milk. For instance, almonds (when unadulterated) offer a high level of protein so, most people believe almond milk is full of protein too. But the truth is, when converted to milk products, only traces of the macronutrient proteins remain. A glass of cows milk contains 8-9 grams of protein, while almond milk only offers 1-2. 

In addition to marketing the health-benefits of selecting cow’s milk as a source of protein, several companies are now producing all-Canadian dairy products that tout protein contents. Saputo and Coca-Cola were early entrants into the Canadian dairy market with their “ultra-filtered” milks, called Joyya and Fairlife respectively. Philippe Duhamel, Saputo’s vice-president for strategic business development, describes the innovative process which “separates the milk components to concentrate the nutrients already found in milk, while also reducing the lactose.” The resulting products contain about 25% fewer dairy sugars (lactose) and significantly more protein. This type of research and dairy production serve to show Canadian Dairy, lead by companies such as Joyya and Fairlife, is ready to adapt to new demands.

Lactantia is the newest contender in the “Ultra-filtered” market offering up their new Canadian UltraPur products in 1.5L bottle formats.  Options offered include both traditional 2% and chocolate 1% versions. Both products boast of 50% more protein and 25% less lactose sugar versus traditional milk. The chocolate version also avoids the use of sucralose and other artificial sweeteners. This new product builds upon Lactantia’s PurFiltre line which is processed to remain fresh longer than traditionally pasteurized milk with no added preservatives. 

In addition to the nutritional benefits offered by this product, UltraPur milks are packed in environmentally-friendly BPA-free, recyclable bottles which are designed to keep out UV and Visual spectrum lights. This latter characteristic is particularly valuable as researchers out of Newcastle University have reported that light exposure such as the LED lighting in supermarkets is reducing key nutrients in milk such as Vitamin A, Riboflavin and VItamin D. 

Canadian Dairy continues to push limits to provide some of the best milk products in the world.