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Is Ultra-Filtered Milk Likely a New Future For the Dairy Industry?

Posted on December 23, 2019 by Rebecca

Recently, Saputoo, the leader of Canadian dairy products, has launched JOYYA Ultrafiltration Milk, which is also a full sense of Canadian self-produced and self-sold milk. Independently, JOYYA Ultrafiltration Milk has challenged the status quo of ordinary milk for a long time. It provides 75% more protein than ordinary milk, but its lactose content is reduced by 25%.


As an ultrafiltration milk specially developed for the Canadian market, JOYYA recognizes that protein is an important food for healthy diet. Compared with Coca-Cola's Fairlife ultrafiltration milk, JOYYA has raised the protein content to a new level, and Fairlife is 50% higher than ordinary milk.

Currently, there are four types of this product, degreased, partially degreased, full fat, and partially , which has a sugar content 50% lower than traditional chocolate milk drinks. All JOYYA Ultrafiltered Milk is made from 100% Canadian milk and does not contain any artificial colors or flavors and can be purchased at retailers across Canada.

Unlike regular milk, JOYYA Ultrafiltration Milk also offers an exceptionally long shelf life. In the unopened state and refrigerated, it can be kept fresh for 120 days from the date of production. Once opened, it is recommended to enjoy the product within 14 days. The product is packaged in a special 1 liter PET ergonomic bottle, which is easy to dump and lasting!

Saputo Vice President of Product Strategy Business Development said: “Canadians are very passionate about life, so they have higher expectations for milk products. By adding new high-quality nutrients to milk, JOYYA ultra-filtered milk will be given again to dairy products. Unusual meaning."We can absolutely know what is ultra filtered milk.

  Undoubtedly, dairy product has always been an important source of nutritional supplements in people's daily lives, but the status of ordinary milk is being challenged by the trend of plant-based milk products. In view of this, in order to understand Canadian milk consumption habits and preferences, Saputo commissioned a data survey company Maru / Blue * conducted a nationwide survey.

The results show that despite the rising trend of plant-based alternatives and the chaotic market for dairy products, Canadians are still very focused on milk products, 87% of Canadians still drink milk regularly, and even 40% of Canadians consume milk every day.


Three points in the survey are important:

First, 43% of Canadians choose milk as a source of protein, and almost one-third of Canadians (27%) want milk to contain more protein;

Second, although more than half of Canadians have tried milk substitutes in the past five years, 75% eventually return to milk;

Third, Canadians are very loyal to dairy farmers, and 91% of respondents want to buy milk on Canadian farms.

Clearly, Saputo is ready to use its own products to meet the needs of the Canadian market. In early November this year, Saputo invested $240 million in Port-Coquitlam, Canada, and plans to build a new dairy processing plant, which will be completed in 2021.

 In fact, since the mid-1990s, dairy producers have produced ultra-filtered milk. After special filtration techniques, proteins and fat molecules are separated to make them more concentrated, with higher nutritional value and easier transportation.

But ultrafiltered milk is truly known, and Coca-Cola and dairy company Select Milk Producers founded and created a joint venture brand, Fairlife. The brand's milk uses a patented cold filtration process that separates the key ingredients in the milk, such as water, milk fat, protein, vitamins, minerals, lactose, etc., and then re-integrates them to remove lactose. Its protein content is 50% higher than normal milk, 30% higher calcium content in foods , and half the sugar content.


In 2015, Fairlife's sales reached US$87 million, driving the growth of the entire specialty milk category, and even being rated as one of the top 10 food and beverage brands by market consultancy IRI. In 2016, Fairlife achieved a 79% increase in sales, driving the growth of Coca-Cola's entire high value-added dairy category and taking the largest market share. Then Fairlife's new packaging was put on the shelves, which enhanced the brand's shelf impact and promoted people's perception of the entire brand and consumer experience opportunities. The redesign of the packaging seems to have successfully achieved this goal.

In June of this year, Coca-Cola also expanded Fairlife ultrafiltration milk from the US market to the Canadian market, and will be listed in Canada at the end of this year. It plans to establish a new production facility in Ontario in 2020, which will also be the first of Fairlife. An international market.

Also this summer, General Motors's Uno also launched a new YQ yogurt protein amount (details: General Mills first promoted YQ high-protein yogurt, made from ultra-filtered milk, and pointed to the Greek yogurt market), the first time using ultra-filtered milk as raw material. Cheng, also achieved the purpose of high protein and low sugar.

So, will ultrafiltration milk be the next Greek yogurt in the dairy industry? Obviously, Coca-Cola, Fairlife and Saputo hope so.

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