With a “disruptive and new take on milk” Dairy Farmers of America (DFA) has launched a lactose-free probiotic milk. The farmer-owned dairy cooperative has partnered with cottage cheese start-up Good Culture to bring the product to life, and the milk will be sold under the Good Culture brand.

Marketing for the product claims that “the health benefits of milk are tough to beat”. The milk is promoted for providing “the rich, creamy taste of real milk” while delivering probiotics “to keep you balanced”.

Delivering 1 billion of Good Culture’s BC30 probiotic cultures per 355ml serve, the milk is said to support digestion and immunity while responding to the ever-growing demand for naturally functional food products. DFA and Good Culture also hope that the launch will help create some excitement in the dairy aisle, which by some consumers may be considered an uneventful staple category. 

Launching in two varieties, full fat and 2% fat, the Good Culture probiotic milk will be available in select retailers on the East Coast of the US before being launched more widely across the US. At $7.99 (€7.45) per 1744ml pack the product is premium priced compared to other dairy milks, including specialty options like grass-fed or organic milk.

The launch is well-aligned with Good Culture’s overarching gut health positioning, and it marks the brand’s first venture into liquid milk. Meanwhile, DFA is a well-established player in liquid milk but less so in gut health – making this a good match.

“With the continued growth and consumer interest in probiotics and gut health, we’re really excited to bring this great-tasting milk with probiotics to store shelves in partnership with the Good Culture brand, which is so well known for producing on-trend, cultured dairy products,” Rachel Kyllo, senior vice president of marketing at DFA dairy brands, said about the launch.