Organic Valley, the largest farmer-owned organic cooperative in the United States, has launched Organic Valley® Protein Plus™, a new line of ultra-filtered, pasture-raised organic milk. The product represents a significant expansion into the high-protein dairy segment, offering 50% more protein and 50% less sugar than conventional milk.
The line is currently rolling out at major national retailers, including Target, Publix, Harris Teeter, Sprouts, and Whole Foods Markets, with whole, 2%, and skim varieties available.
Meeting Consumer Demand for Organic Functional Dairy
The development of the Protein Plus line was driven by market research indicating a high consumer preference for organic options within the ultra-filtered milk category. Rick Simington, Chief Commercial Officer at Organic Valley, stated that the cooperative identified a clear opportunity to raise industry standards by combining organic, pasture-raised sourcing with advanced filtration technology.
The production process begins on small organic family farms where cows graze on pasture without the use of antibiotics, artificial growth hormones, or GMOs. The milk then undergoes ultrafiltration, which selectively removes water and lactose while concentrating the naturally occurring protein. Each serving delivers 13 grams of protein and 6 grams of sugar.
US Debut of New Sustainable Packaging Technology
In addition to its nutritional profile, the launch marks a technical milestone in sustainable packaging. Organic Valley Protein Plus is the first retail product in the U.S. to utilise the Tetra Brik® Aseptic 1420 Edge (48 ounce) with the LightWing™ 30 cap.
This new Tetra Pak format is made primarily from renewable, plant-based materials and is fully recyclable. The packaging features an innovative one-step, easy-open hinged cap that remains tethered to the carton, aligning with evolving environmental regulations and the cooperative's focus on stewardship.
Pricing and Availability
The Organic Valley Protein Plus Ultra-Filtered Milk is positioned as a premium offering in the dairy aisle, with a suggested retail price (SRP) ranging from $5.99 to $6.99.
By leveraging its established network of pasture-based family farms, Organic Valley aims to differentiate itself from conventional ultra-filtered brands by emphasising animal welfare and a lack of toxic pesticides. This launch reinforces the cooperative’s strategy of translating consumer health trends into trusted organic product formats.
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