Launching in the Twin Cities, Fairlife Purely Nutritious Milk has 50% more natural protein and calcium and half the sugars of ordinary milk, all while being real milk with no protein powders.
“Consumers are looking for better quality, great-tasting nutrition that comes from the highest quality milk,” said Fairlife CEO Steve Jones. “With Fairlife, we’re bringing them a delicious and more nutritious milk than anything in the market, with a breakthrough campaign that shows how sexy vitality can be. And since Fairlife milk comes from family owned farms committed to quality, sustainability and animal comfort, consumers can feel good about the source too. We call it our ‘from grass to glass promise’.”
Mike & Sue McCloskey, dairy farmers who co-founded Fairlife, believed they could create new products to provide busy families like theirs with better nutrition from the wholesome goodness of real milk.
“Mike and I have been dedicated for years with ways to produce more nutritious milk,” said Sue. “We believe today’s active families want more protein and calcium without lactose. We literally designed Fairlife at our kitchen table combining my interest in healthy wellness products and Mike’s veterinary and scientific background. That’s what’s led to this amazing and great-tasting milk.”
Pioneers of the cold-filtration process to concentrate milk’s best nutrients, the McCloskeys are also revolutionising the dairy industry with their cutting-edge practices in sustainable agriculture and cow care, owed not only to Mike’s background as a veterinarian but to their shared belief in responsible farming.
Fairlife milk flows through soft filters to concentrate desired nutrients such as protein and calcium, while separating out the fats and sugars from the milk. This patented cold filtration delivers more of milk’s best nutrients.
The product and ad campaign were launched in the Twin Cities in February 2014.
“Minnesotans are an incredibly active group who lead healthy lifestyles and care about nutrition,” said Jones, “and they drink a lot of milk. With such a strong consumer base and the distribution partnership of St Paul-based Kemps, one of the leaders in the dairy industry, we couldn’t be happier to launch Fairlife Purely Nutritious Milk here. It’s our learning lab for future expansion.”
Source: Fairlife LCC
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