Fine filtered milk gets thumbs up in test market

By Elaine Watson

- Last updated on GMT

Related tags Milk

Simply Pure: Fine filtered for a 'fresher' taste
Simply Pure: Fine filtered for a 'fresher' taste
Initial feedback from a trial in Ohio suggests milk fine filtered to remove ‘impurities’ could be a big hit with US consumers, claims Dean Foods subsidiary WhiteWave Foods.

Simply Pure Milk, which is manufactured in Jacksonville, Florida, has been on trial in around 125 stores in the Columbus, Ohio, area since early August, WhiteWave director of innovation Linda Zink told FoodNavigator-USA.

“It’s too early to talk about roll out plans yet; we’ll need to wait a few months first, but we’re really excited as the response has been really positive. It tastes terrific and we think it could take a reasonable share of the market.”

She added: “We spent a lot of time looking at where fine filtered milk has been successful, in Canada​ [Natrel] and the UK​ [Cravendale], and felt that there had to be an opportunity here in the US as well.”

First national fine filtered milk brand?

While there were some “niche regional filtered milk products​” available in the US, White Wave had ambitions to create the first national fine filtered brand with Simply Pure, said Zink, who has been work on sampling campaigns with cookies this week.

While other fine filtered milk products such as Cravendale have a longer shelf-life because bacteria that cause the milk to go sour are filtered out, Simply Pure did not have a longer shelf-life than conventional long-life milk, said Zink.

The key selling point was its fresher taste, and the fact that impurities have been removed during a filtering process prior to pasteurization, said Zink.

“All milk comes from the farm containing impurities such as yeast, bacteria, cellular material and other matter. By law, milk must be pasteurized – a heating process that deactivates naturally occurring impurities, allowing a longer shelf-life.

"Simply Pure's fine filter traps and removes coarse natural impurities such as non-nutritional matter and cellular material, including many of the somatic cells found in unprocessed milk.The benefit to consumers then is that these impurities which may affect taste and freshness have been removed."

A new choice in the dairy case

The impurities were not a safety issue, she stressed, but could affect taste. “We’re giving consumers in the US a new choice in the dairy case. We’re not saying Simply Pure is safer. We're just saying impurities naturally found in the milk are removed to give a fresher taste.”

She would not say what kind of costs might be involved from a manufacturing perspective should the milk be rolled out on a national basis.

WhiteWave Foods was created in 2004 when Dean Foods consolidated Horizon Organic, White Wave Inc and much of its Dean National Branded Group into one organization.

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Trying to make People fool: What Does tasty milk means?

Posted by Sohan Singh,

Filtering out bacteria, yeast, cellular material, somatic cell and making milk tastier, fresher: Can't understand this statement.

When we are filtering out these microorganisms, will other components of milk like fat globules, protein, sugar moieties remain in the milk or can this so called filtered milk is still defined as milk

Please clarify if anybody has answer for this query?

Best Regards,

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Consumers need more education

Posted by Susan,

Consumers need to be better educated about the effects of processed milk and the subsequent loss of nutritional value and enzymes needed to digest the milk. The Weston A. Price foundation has information along with other sites on what these shelf life extension processes do to milk.

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"niche regional filtered milk products"?

Posted by warren taylor,

Thanks for revising your error pointed out in my first comment, that Simply Pure does have the longer shelf life of other ultra pasteurized (sterilized)"long life" milks.

As someone familiar with niche regional milk products, I know of none which are filtered, and available in the US. It seems that Linda Zink perhaps means niche regional premium milk products are the segment of which they hope to "take a reasonable share of the market"?

In Columbus there are two niche regional premium milk producers which market on the basis of better tasting milk, Hartzler Family Dairy and Snowville Creamery. It will be interesting to see if either lose market share to long life sterilized Florida milk with a flavor tweeked towards fresh by fine filtration.

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