Hunt & Brew Extra Protein British Milk has launched into selected Asda stores across the UK.
The Brownes Dairy-owned business described the move as a “game-changer” for the dairy aisle, with the high-protein milk (rsp: £2.95/one litre) delivering 16g of protein per 250ml serving – 80% more than regular milk.
It is made from semi-skimmed milk and milk proteins, and had a “rich, creamy texture”, it said, adding it was “excellent for frothing” and an “ideal high-protein base for breakfast cereals and smoothies”.
“Recognising a distinct opportunity to innovate within the traditional dairy milk category, we developed our new premium high-protein milk to meet the growing consumer demand for convenient, clean, and natural ways to boost protein intake,” said Jake Calabrese, senior brand manager at Hunt & Brew.
He added that the launch was about “reinvigorating the dairy milk sector” to keep pace with plant-based alternatives and appeal to health-conscious consumers.
“Hunt & Brew is here to do dairy better,” Calabrese said. “By starting with the highest quality milk from UK dairy farms and formulating it to be both highly functional and delicious, we’re aiming to attract younger, health-focused millennials and Gen Z back to the dairy milk category in the UK.”
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