Organic Valley, a cooperative of organic farmers, announced Ultra™, an organic ultra-filtered milk available nationally. Packed with 50% more organic protein and 50% less sugar than regular milk, Organic Valley Ultra™ was developed in response to consumer demand for high-protein, low-sugar organic options produced without toxic pesticides or artificial growth hormones. Organic Valley Ultra is available in Whole Foods Markets around the country, rolling out to other retailers in October. The SRP is $5.99 and is available in four 56oz fluid options: whole, 2% reduced fat, 2% chocolate, and skim.

The ultra-filtered milk category has been rapidly gaining in popularity over the last several years. Until recently, the category has been dominated by fairlife®, which is sourced from conventional, non-organic farms. According to internal research conducted by Organic Valley in December 2018, for moms across the country who identify as the primary grocery buyer in the household, knowing that a product was produced without toxic pesticides or artificial growth hormones is a top purchase motivator in the dairy aisle. The same study showed that for chocolate milk buyers in the same group, higher protein and lower sugar also registered as strong purchase motivators.