Milk50™ is Disrupting the Dairy Aisle with the First 50-calorie Nutrient-Rich, Real Dairy Milk with 9g Protein per Serving

Dairy Farmers of America (DFA) is introducing a firstof-its-kind real dairy milk that contains only 50 calories per serving with 75% less sugar than fat-free skim milk. Milk50 by DairyPure contains the same key nutrients found in other dairy milks, including 9 grams of protein -- significantly more than most plant-based beverages.

The new lactose-free, reduced-calorie milk—available in original, chocolate, and vanilla— offers a more nutritious option than plant-based beverages, which lack the protein and other nutrients in real dairy milk.

"Milk50 is revolutionizing the dairy aisle with real dairy milk that addresses the top concerns of health-conscious consumers – calories and sugar," says Rachel Kyllo, Chief Marketing Officer of Dairy Brands at Dairy Farmers of America (DFA). "While some people switched to plant-based alternatives seeking lower calories, they've been forced to compromise on both taste and nutrition. Now they don't have to settle for less."

A 1-cup serving of Milk50 contains 9 grams of protein compared to 1-2 grams in most almond and oat drinks, and just 2-3 grams of sugar, depending on the variety. A serving of Milk50 is also an excellent source of calcium (20% Daily Value) and a good source of vitamin D (10%) and vitamin A (15%). Plant-based beverages are inconsistently fortified, and the vitamin and mineral content can vary dramatically. Unlike many alternatives, Milk50 achieves its benefits without artificial flavors or colors.

“While plant-based alternatives have flooded the market, they simply can't match dairy milk's powerhouse of essential nutrients," declares Wall Street Journal best-selling cookbook author Toby Amidor, MS, RDN. "Milk50 is a game-changer for calorie conscious consumers – it delivers everything people love about real milk's taste but with fewer calories and less sugar. Consumers are finally realizing that swapping their dairy milk for almond or oat beverages means missing out on crucial protein and vital nutrients in their morning smoothies, breakfast cereals, and daily glasses of milk."

Using an advanced ultra-filtration method, Milk50 removes sugar while preserving 9 grams of protein. It delivers creamy, rich-tasting milk with just 50 calories per serving. It's the first and only dairy milk to achieve this breakthrough.

With 75% of the sugar removed in Milk50, a touch of sweetness is added back in to achieve an ideal taste profile. The original and vanilla flavors contain allulose, a sweetener that is gaining popularity in recent years because it has the taste and texture of sugar but with about 10% of the calories in sugar (0.4 calories per gram in allulose compared to 4 calories per gram in sugar and other carbohydrates). Allulose is classified as a carbohydrate and research shows it does not raise blood sugar levels.

Milk50 was developed in partnership with DFA and Dairy Management Inc. (DMI), which manages the national dairy checkoff. The two have enjoyed a 10-year partnership focused on revitalizing the fluid milk category through value-added innovations.

“Milk50 is another great example of how the dairy checkoff collaborates with industry leaders such as DFA to capitalize on insights and innovation in fluid milk,” said Silvia Robles, vice president partnership and growth platforms for DMI. “Milk50 offers a unique profile of on-trend, health-focused qualities that will meet the expectations of various consumer segments while delivering results for dairy farmers.”

Milk50 will be sold at Target stores nationwide and select West Coast retailers, including Walmart, Albertsons and Stater Bros. Markets. Original, chocolate, and vanilla varieties will be available in 48-ounce plastic bottles in the dairy aisle for a suggested retail price of $4.49. To learn more, visit Milk50.com.