DFA Launches New 50/50 Plant-Based Milk Beverage
Minnesota-based milk company Live Real Farms™ recently announced a new product called Dairy Plus Milk that is 50% lactose-free milk from cows and 50% plant-based beverage. The new brand is owned by Dairy Farmers of America, the nation’s largest dairy cooperative.
"We absolutely understand that consumer tastes are always changing and that many people are enjoying the benefits of both dairy milk and plant-based alternatives," said Rachel Kyllo, senior vice president of growth and innovation at Live Real Farms. "We recognized an opportunity in the value-added milk category's growth areas – products like lactose-free and flavored milk – and created an option that offers the protein-packed goodness of pure dairy milk with the flavors and versatility of alternatives in one great-tasting beverage."
DFA officials say this product is not about “pivoting away from dairy” but about giving consumers more choices.
“We’re confident milk will continue to have a place on family tables for years to come, but also understand and appreciate that consumers have choices in what they drink today,” says Kim O’Brien DFA corporate communications manager.
Dairy Plus Milk Blends is available at supermarkets in Minnesota at a cost of $3.99 to $4.69 for a half gallon and will begin to expand nationally in early 2020.
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