AUSTRALIA | For the first time since 2020, dairy milk sales are back on the rise, as more Australians adopt protein-rich diets.
Plant-based milk drinkers have also returned to dairy, recognising its natural nutritional benefits.
Enter Dairy Farmers High Protein Milk, delivering a serious hit of "Oomph" with 18g of high-quality dairy protein per 300ml serve, the highest of any dairy milk on the market – matching Bega Group's own The Complete Dairy 1L range – all while retaining the rich, creamy taste of regular whole cream milk that Australians know and love.
"Dairy foods are one of the easiest ways to consume proteins, which the body is able to absorb and use better than many plant-based sources,” said Katrina Strazdins, Group Manager - Nutrition at Bega Group.
“Dairy Farmers High Protein milk is also high in calcium, so as part of a balanced diet, it's a great option not just for keeping bones strong, but also for maintaining muscle, and helping with recovery after exercise through the benefits of protein.”
Products with high protein content have surged in popularity by over 23 percent in the past year, inspiring changes at the supermarket shelf in the yoghurt, snack bars, and smoothie aisles, including the recent successful launch of Dairy Farmers Protein Smoothies.
However, the uptake of high-protein products through regular milk has lagged behind this growth. With nearly all Australians acknowledging the health benefits, this new product makes it easier to integrate protein into everyday routines – whether in coffee, smoothies, cereal, or cooking.
"With dairy milk back in growth, it's the perfect time for consumers to tap into its potential as a convenient and natural source of high-quality protein," said Anjali De Silva, Marketing Manager of White Milk at Bega Group.
"Our new Dairy Farmers High Protein Milk is simple, delicious, and requires no special purchases or extra steps to add strength and vitality to your day – just swap it for your regular milk.”
The Dairy Farmers High Protein (2L) is now available in Coles stores across NSW, Victoria, and South Australia.
