MilkWise ‘turning milk on its head’ with milk beverage in US

In the United States, HP Hood launched MilkWise in September. Described as a “milk beverage” because it doesn’t fit the standard identity for fluid milk, the product claims to be “turning milk on its head”.

The blend of low-fat milk, sugar, water, and other ingredients is designed to optimise taste while delivering lower sugar, fewer calories and more calcium than traditional milk.

MilkWise is available in three varieties: original, vanilla and reduced sugar vanilla. An 8oz serving of the original and vanilla versions contains 70 calories, 2.5g of fat, 8 or 10g of sugar and 3 or 2g of protein, respectively. An 8oz serving of the reduced sugar vanilla version contains 40 calories, 1.5g of fat, 4g of sugar and 2g of protein.

Fortified with 25% of the daily value for vitamin D, it also contains 45% of the daily value for calcium, which comes from the milk and through fortification with calcium carbonate.