CHICAGO — fairlife is rolling out refreshed packaging across its Core Power and fairlife ultra-filtered milk 52oz portfolios, delivering a cleaner shelf presence and making key nutrition benefits easier to spot.
“Today’s milk drinkers are increasingly seeking lactose-free options that deliver great taste, nutrition, and versatility without compromise, as many look for products that are easier to digest and fit a wider range of lifestyles,” said Devika Ghosh, brand manager at fairlife. “fairlife’s ultra-filtration process creates lactose-free milk that is higher in protein and lower in sugar than regular milk, all without sacrificing taste. The result is a delicious milk that elevates everyday moments—from coffee and smoothies to cereal and cooking—making fairlife ultra-filtered milk a standout lactose-free choice for many occasions,” she explained.
"fairlife has pioneered ultra-filtration in the dairy industry through its portfolio of better-for-you products that are leading the value-added dairy category. We flow our milk through special soft filters to concentrate the protein and calcium and filter out most of the sugar," Ghosh added.
What’s New for Core Power (26g + 42g)
Core Power Protein Shakes are debuting a bolder look with larger branding, refreshed messaging that emphasizes high‑quality protein, and updated color differentiation to help shoppers quickly identify each variety. The refreshed packaging will begin rolling out at retailers nationwide in April.
What’s New for fairlife Ultra‑Filtered Milk (52oz)
fairlife Ultra‑Filtered Milk will follow with updated packaging designed to highlight everyday uses such as cereal, coffee, and smoothies, while clearly calling out its core benefits—including 50% more protein and 50% less sugar compared to regular milk. The campaign is designed to invite consumers to rethink the perception that all milk tastes the same. It anchors a fully integrated effort—from national media through to shelf—aimed at driving recruitment and strengthening taste and value perceptions for ultra-filtered milk. The refreshed design will begin rolling out at retailers nationwide in early summer.
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