Consumers have enthusiastically embraced the idea of more protein, with 70% of Americans actively seeking more protein in their diets. High-protein is the fastest-growing segment in dairy. Are consumers now ready to take on board the idea of “protein quality” and “protein timing”? Dairy Farmers of America (DFA) thinks so.
DFA is launching a new cottage cheese brand that’s “redefining cottage cheese for the modern protein era”, according to a press release, by combining twin benefits of higher protein as well as “dual action protein” that covers the entire recovery window for gym-goers and sportspeople.
“Arriving at a moment when consumer demand for protein has never been stronger, Mulu's story is not just about grams. It's about how protein works — and Mulu is built to work harder than anything else in the category,” said DFA.
Traditional cottage cheese is almost entirely casein — a slow-digesting protein.
"Mulu represents a meaningful evolution in dairy protein," added Mohr. "The combination of whey and casein offers immediate amino acid availability along with longer-lasting protein delivery. This dual-action profile is purpose-built for athletes and people leading active lives who are seeking stronger support to help with performance, muscle recovery, satiety, and sustained energy."
We flagged up “protein quality” in 10 Key Trends 2026, noting that it was animal protein’s competitive advantage and an opportunity not to be ignored. DFA’s launch makes it a pioneer in this emerging field, joining others like Danone Oikos, Nestlé and Meiji in targeting this so-far untapped opportunity.
Mulu comes in 2% low-fat and whole-milk varieties for $4.26 (€3.64) per 16oz (453g) carton, a half-cup serving contains 18 grams of protein, compared to the 12 to 13 grams typically found in traditional cottage cheese.
DFA says the cottage cheese category “remains white-hot, boosted by its well-documented versatility across social media”. U.S. retail sales are up 20% in the past year according to Circana, making it one of the fastest-growing categories in food and beverage. On TikTok, #cottagecheese has surpassed half a billion views, drawing a new generation of consumers to a category that has undergone a remarkable image reinvention.
