Organic Valley reduces sugar in Fuel high-protein milkshakes line

Organic Valley has reformulated its Fuel range of high-protein milkshakes to include less sugar, alongside the introduction of a coffee flavour.

The Fuel line was developed in response to consumer demand for high-protein, low sugar options produced without toxic pesticides or artificial growth hormones.

Now with 50% less sugar than before, the range is now available in three variants: chocolate, vanilla and coffee.

The new flavour contains 20g of protein and the equivalent caffeine to an 8oz cup of coffee.

“Consumers want options that taste great and adhere to the strict USDA organic guidelines from a company that aligns with their values,” said Laurie Drake, senior brand manager at Organic Valley.

“Organic Valley Fuel provides all that and more – great taste, high protein, low sugar and the added benefit of knowing that the product comes from our cooperative of small family farmers that are committed to upholding the highest standards of animal care.”

Organic Valley’s Fuel starts with organic milk from the cooperative’s pasture-raised cows. During the ultra-filtering process, the naturally occurring sugar-lactose in the milk is reduced. The addition of a lactase enzyme makes the shakes lactose-free.

The suggested retail price for a single-serve, 11oz carton is $2.99, with four and 12 packs also available for $10.99 and $29.99 respectively.

Last month, Organic Valley released Ultra, a new line of ultra-filtered organic milk that is said to have 50% more organic protein and 50% less sugar than regular milk.