Health and wellness start-up fairlife, LLC, is making a move in the dairy case with its introduction of fairlife® ultra-filtered milk: high quality milk that’s cold-filtered for 50 percent more protein, 30 percent more calcium and half the sugar of ordinary milk.

The key to their ultra-filtered milk is fairlife’s patented cold-filtration that’s a true innovation in milk, enhancing its natural nutrition without the use of protein or calcium additives. fairlife also uses the high quality milk provided by its founding company Select Milk Producers, a progressive dairy co-op that is one of the industry leaders in its commitments to milk quality, animal care and environmental sustainability.

“Our patented filtration concentrates the best of milk’s natural nutrients, like protein and calcium, while filtering out the lactose and reducing the sugars – we’re very excited to be taking a superfood and making it even better, with more goodness than ever,” says Mike McCloskey, a former veterinarian, active dairy farmer and CEO of the co-op.

fairlife ultra-filtered milk is rolling out nationwide now thanks to distribution from The Coca-Cola Company’s Minute Maid Division. The product is available in fat-free, reduced fat (2%), whole and chocolate reduced fat (2%) varieties.

During a press conference, Mike and Sue McCloskey, co-founders of fairlife, and CEO Steve Jones talked about the product and their launch plans and new ad campaign.

You can hear the full press conference here: fairlife press conference