Canadian Packaging

Innovative new milk brand packing vastly boosted protein content

Saputo has launched JOYYA ultrafiltered milk products that contain 75 per cent more protein and 25-per cent less sugar than regular milk


December 10, 2018
Canadian Packaging

Despite intense competition from trendy plant-based dairy beverages that have cluttered the grocers’ dairy aisles almost beyond recognition in recent years, regular fluid milk still remains the go-to choice for most Canadian consumers, according to a major national survey commissioned by leading Canadian dairy products group Saputo Inc. of Montreal.

In fact, 87 per cent of Canadians surveyed for the study still drink or cook with milk regularly and 40 per cent consume it daily, with 43 per cent choosing milk for its protein content.

And while more than half of Canadians have tried plant-based milk alternatives in the last five years, mostly out of curiosity, 75 per cent of them switched back to milk.

That said, 27 per cent of Canadians taking part in the survey said they wished milk had more protein than the average eight grams contained per 250-ml serving—even though that’s more than twice the three-gram average for alternative milk products.

To address this wish, Saputo has just launched a whole new range of JOYYA ultrafiltered milk products that contain 75 per cent more protein and 25-per cent less sugar than regular milk—serving up to 16 grams of protein per 250-ml serving.

Packaged in special one-liter BPA (bisphenol A)-free PET (polyethylene terephthalate) plastic containers designed to ensure 120-day shelf-life (14 days afteropening), the ultrafiltered JOYYA milk is a proudly 100-percent all-Canadian product that is fully endorsed by Canada’s leading regional dairy brands Neilson and Dairyland, according to Saputo.

Said to be two years in the making, the hormone- and additive-free milk is processed through as series of specially-designed filters that separate milk components to concentrate the nutrients already found in milk, such as protein and calcium, while reducing lactose, the naturally-occurring sugar in milk.

“JOYYA ultrafiltered milk is more than milk, it is ‘ultramilk’!,’’ says Kim-Tuan Nguyen, Saputo’s vice-president of strategic business development for fluid, bottling and culture products.

“It’s a simple choice that is packed with unique and quantifiable benefits,” he adds.

“We know Canadians crave more out of life,” Nguyen states, “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,” says Nguyen, adding Saputo conducted extensive consumer testing to develop the new plastic bottle, which gathered high praise for its ergonomic design, appealing shape, and a sealed cap with a wraparound sleeve to ensure optimal food safety.

Currently retailing at community grocers and independent specialty stores, the JOYAA milk brand is available in four varieties—Skim Milk, Partly Skimmed Milk, Whole Milk and Chocolate Dairy—each decorated with lively color-coded brand graphics created by the Mississauga, Ont.-based package design specialists Bridgemark.






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