It’s milk – but not as you know it. That’s the core premise behind SuperNutrio, which stormed onto the market in late 2024. The three-strong cows milk range boasts double the protein of standard milk and 80% more calcium. SuperNutrio – a subsidiary of goat milk specialist St Helen’s Farm – hailed the NPD as a “really exciting launch for a sector which has, for a long time, seen very little innovation”.

It forms part of a rising tide of dairy products with added functionality. Whether it’s extra protein, calcium, gut health benefits or even collagen content, the claims are designed to target a growing health-conscious demographic.