Organic Valley Launches FairLife Competitor
Organic Valley is taking on Coca Cola, launching its own organic version of an ultra-filtered milk with 50% more protein and 50% less sugar than normal milk.
Labeled ULTRA, Organic Valley’s version of the ultra-filtered milk is going after market space currently owned by FairLife. Organic Valley’s consumer research shows that FairLife drinkers think it is organic, says Missy Hughes, Organic Valley’s chief mission officer, in an article in the Minneapolis Star Tribune.
ULTRA challenges FairLife right on its packaging, pointing out differences in animal welfare, GMOs, pesticides, antibiotics and hormones. Note: FairLife is also produced from cows not treated with BST.
ULTRA comes in whole, 2%, 2% chocolate and skim, and is being processed and packaged by Agropur in St. Paul, Minn.