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Organic Valley has launched Protein Plus, a new line of ultra-filtered organic milk with higher protein and lower sugar content than conventional milk.

The farmer-owned cooperative said the product contains 50% more protein and 50% less sugar than regular milk. Each serving provides 13g of protein and 6g of sugar, compared with around 8g of protein and 12g of sugar in standard milk.

Protein Plus is available in whole, 2% and skim varieties and is rolling out this month at US retailers including Target, Publix, Harris Teeter, Sprouts and Whole Foods Market.

Rick Simington, chief commercial officer at Organic Valley, said consumer demand for an organic version of ultra-filtered milk drove the launch.

"From our research, we found that consumers desired an organic option of ultra-filtered milk. Knowing this, we recognised the opportunity for our cooperative to raise the bar and expand the category by bringing Organic Valley Protein Plus Ultra-Filtered Milk to market and deliver on this consumer need."

The milk is sourced from small organic farms where cows are pasture-raised and not treated with antibiotics, artificial growth hormones, toxic pesticides or GMOs. After collection, the milk undergoes an ultra-filtration process that removes water, lactose and some minerals to concentrate naturally occurring protein.

The product will also be the first US retail item packaged in Tetra Pak’s Tetra Brik Aseptic 1420 Edge (48oz) carton with the LightWing 30 cap, a format made mainly from renewable plant-based materials and designed to be recyclable. The carton includes a tethered, hinged cap intended to remain attached during use.

Simington added that sustainability considerations informed both farming practices and packaging decisions.

The suggested retail price for Organic Valley Protein Plus ranges from $5.99 to $6.99.