Saputo has launched JOYYA ultrafiltered milk, an all-Canadian dairy product that contains up to 16g of protein per 250ml serving. It’s produced in Canada, by Canadians for Canadians, and offers 75 per cent more protein and 25 per cent less lactose (sugar) than regular milk.
As regular milk has been challenged recently by trendy plant-based alternatives, Saputo commissioned a nation-wide survey with Maru/Blue* to understand Canadians’ milk consumption habits and preferences.
Despite the rise of milk-alternative trends and a very cluttered dairy aisle, the survey revealed that 87 per cent of Canadians still drink or cook with milk regularly and 40 per cent consume it daily.
Two years in the making, JOYYA ultrafiltered milk speaks to Canadian consumer demands and provides a simple solution to help fuel their day with a little extra joy. “JOYYA ultrafiltered milk is more than milk, it is “ultramilk’’. It’s a simple choice that’s packed with unique and quauntifiable benefits,” says Kim-Tuan Nguye, vice-president, Saputo Strategic Business Development for Fluid, Bottling & Culture products.
A new milk category, JOYYA ultrafiltered milk contains no artificial flavours or colours and is made from 100 per cent Canadian milk. Like all milk produced in Canada, it is also hormone and additive free. JOYYA ultrafiltered milk takes fresh Canadian milk and passes it through a series of specialized filters. This separates the milk components to concentrate the nutrients already found in milk, such as protein and calcium, while reducing the lactose (the naturally occurring sugar in milk). Different from regular milk, JOYYA ultrafiltered milk also offers extended freshness. When unopened and refrigerated, JOYYA ultrafiltered milk stays fresh for up to 120 days from the production date. Once opened, it is recommended that JOYYA ultrafiltered milk be enjoyed within 14 days. JOYYA ultrafiltered milk is packaged in a special one litre PET ergonomic bottle for easy pouring, long lasting freshness and portability.
JOYYA ultrafiltered milk is available in a one litre format in the following varieties:
*Survey Methodology: From October 17th to October 18th 2018 an online survey of 1,525 randomly selected Canadian adults (1,326 of whom consume regular milk) who are Maru Voice Canada panelists was executed by Maru/Blue. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. The results have been weighted by education, age, gender and region (and in Quebec, language) to match the population, according to Census data.
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