Canada-based milk and cream processor Saputo has launched ultrafiltered milk product Joyya, which is said to contain approximately 75% more protein and 25% less sugar than regular cow’s milk.

Providing 16g of protein for every 250ml serving, the milk does not contain artificial flavours or colours. It is also hormone and additive free.

The fresh milk passes through a series of specialised filters designed to concentrate the nutrients found naturally in milk such as protein and calcium while reducing the amount of lactose.

In recent years, cow’s milk has been challenged by plant-based alternatives. To understand Canadians’ milk consumption habits, Saputo commissioned a nation-wide survey with Maru/Blue that found around 87% of responders continue to drink or cook with milk regularly and 40% consume it daily.

Around 43% of responders choose milk products for their protein and almost a third wish milk had more protein.

“By adding a new premium product to the milk category, Joyya ultrafiltered milk is providing more of the good and making dairy relevant again.”

A major reason for opting for milk alternatives was curiosity, and more than a quarter of responders had sought an additional source of protein in the past, even though the most common plant-based milk alternatives offer less than 3g of protein per 250ml serving.

About 50% of Canadians have tried milk alternatives in the last five years, and 75% returned to using cow’s milk. The survey found that 91% of consumers surveyed want to buy milk produced on local farms.

Saputo’s vice-president of strategic business development for fluid, bottling and culture products Kim-Tuan Nguyen said: “Joyya ultrafiltered milk is more than milk, it is ultramilk’. It’s a simple choice that’s packed with unique and quantifiable benefits.

“We know Canadians crave more out of life, and therefore expect more from their milk. By adding a new premium product to the milk category, Joyya ultrafiltered milk is providing more of the good and making dairy relevant again.”

The milk comes packaged in a 1l polyethylene terephthalate (PET) ergonomic bottle for easy pouring. It is available as skimmed milk, partly skimmed milk, whole milk and chocolate dairy beverage varieties.