Organic Valley, an American cooperative of organic farmers, launched a new and improved FUEL® high-protein milk shake, packed with organic protein and essential nutrients. Organic Valley FUEL was developed in response to consumer demand for high-protein, low sugar options produced without toxic pesticides or artificial growth hormones.
The single-serve, ultra-filtered, high-protein milk shake market has been growing rapidly in recent years, and until now the category has been dominated by fairlife® Core Power, which is sourced from conventional non-organic farms.
Now with 50% less sugar than before, Organic Valley's shelf-stable protein shake fuels healthy lifestyles with 20g of organic protein. The SRP for a single-serve, 11-ounce carton is $2.99, with four and twelve-packs also available for $10.99 and $29.99, respectively. FUEL comes in three delicious flavors: chocolate, vanilla and new to the product line, coffee. The first-ever organic coffee milk protein shake not only packs in 20g of pasture-raised protein, but also offers the equivalent caffeine to an 8-ounce cup of coffee to add even more fuel to active lives. A healthy on-the-go snack, post-workout recovery shake or an afternoon energy boost, FUEL is a nutritious beverage for busy lifestyles.
Organic Valley's FUEL starts with USDA certified organic milk from the cooperative's pasture raised cows. During the innovative ultra-filtering process, the naturally occurring sugar-lactose in the milk is reduced. The addition of a lactase enzyme makes Organic Valley's FUEL lactose-free. The resulting product is a protein power packed beverage with 50% less sugar than the original formula.