There is a new disruptor appearing on dairy shelves in mainstream groceries and natural supermarkets. Retail dairy buyers and sales associates should get to know this game changer, because it checks all the boxes that consumers look for in the dairy case.
Launched late last year, Organic Valley Ultra™ is the first and only organic, ultra-filtered milk on the market. The ultra-filtration process reduces the sugar and concentrates the milk, leaving it with 50% less sugar than regular whole milk and 13 grams of protein per serving. The addition of a lactase enzyme leaves the milk lactose-free. Ultra is available in 59 ounce cartons of Whole, 2% Reduced Fat, 2% Reduced Fat Chocolate and Skim milk—and all versions remain rich and delicious.
Organic Valley Ultra is the dairy cooperative’s largest product launch to date. The introduction comes at a time when grocery sales of milk and chocolate milk are rising: they’re up 5% over the last 52 weeks, according to SPINS data for the week ending March 3, 2020.
Dairy purchasing managers should take note: in general, consumers are expecting more from their milk, with higher protein and lower sugar being top of mind, according to NPD Group. Consumption of lactose-free milk continues to grow, too. According to SPINS data for the week ending Feb. 23, 2020, sales grew 6.5% in the previous four weeks.
Trusted label language
What matters most to shoppers? Certain attributes influence consumers during purchase decisions, according to a recent YouGov Omnibus poll. “High in/good source of,” verbiage, such as “high in protein,” sways 69% of consumers, according to the poll. For 64% of shoppers, the word “low,” such as “low in sugar,” influences purchasing, as does “free,” as in “lactose-free,” for 60% of shoppers. Millennials were more likely to trust labels with the words natural, free and organic. And parents are also drawn to those same three terms, according to the poll.
Organic Valley Ultra’s product attributes dovetail with all these criteria. The milk bears the USDA organic seal, and the dairy cooperative never uses antibiotics, toxic pesticides, synthetic hormones or GMOs.
Many parents are concerned about children consuming too much sugar. However, all Ultra milk contains 50% less sugar than regular milk, so parents can feel good about buying and serving their children Organic Valley Ultra Milk and Organic Valley Ultra Chocolate Milk.
Happy cows means great-tasting milk
Sustainability, corporate responsibility and humane treatment of animals are also important to consumers, according to a recent Technomic report. Animal welfare is a critical ingredient in Organic Valley Ultra. The family-owned farms that make up the dairy cooperative each have an average herd size of just 75 cows, which means they can be more attentive to individual cows. By raising herds on organic pastures with respect and dignity, Organic Valley has cows that lead happy, healthy lives—and consumers can taste the difference.
To learn more about Organic Valley Ultra, visit organicvalley.coop/ultra-filtered-milk/
This post is sponsored by Organic Valley