Launch is first venture away from beverage products,
Photograph courtesy of Fairlife
CHICAGO — Fairlife LLC, one of the companies that launched an interest in upscale milk, in now entering the ice cream category.
Working in partnership with Boardwalk Frozen Treats LLC, Fairlife is extending its dairy nutrition credentials to the $14 billion ice-cream category with Fairlife Light Ice Cream, according to the Chicago-based company. The effort is the dairy’s first venture away from beverage-related products and into frozen desserts.
Fairlife Light Ice Cream is made from ultra-filtered milk to deliver a product with a creamy texture and a strong nutrition profile compared to traditional ice cream, the company said. The lactose-free ice cream is available in seven flavors, including Vanilla, Chocolate, Cookies & Cream, Chocolate Peanut Butter, Double Fudge Brownie, Java Chip and Mint Chip. Depending on the flavor, the ice cream has 8 or 9 grams of protein and 40% less sugar than traditional ice cream.
Fairlife Light Ice Cream is crafted with natural flavors. It has no artificial preservatives or colors. In addition, the milk used comes from cows raised without artificial growth hormones.
The new ultra-filtered light ice cream will be sold at a suggested retail price of $4.98 per 14-ounce container in select grocery chain stores. At launch, this includes Albertsons Cos. Inc.; Big Y Foods Inc.; Food City; Food Lion; Harris Teeter Supermarkets Inc.; Hy-Vee; Jewel-Osco; Lowes Cos. Inc.; Lucky Stores; Raley’s Supermarkets; Safeway Inc.; Save Mart Supermarkets; Vons; Walmart; and WinCo Foods. Following the launch, the company will expand distribution to include more grocery, retail and convenience stores nationwide.
“It’s an honor to work with Boardwalk Frozen Treats, a company with extensive experience in the sales, marketing, and distribution of national ice cream brands. Our partnership with them allows us the opportunity to explore the world of frozen desserts,” said Tim Doelman, CEO of Fairlife. “So many of our fans have requested this. … Our light ice cream has either a third the calories, or half the fat, of traditional ice cream, or in some cases both. We hope to change the perception that frozen treats with improved nutritional profiles don’t taste as good as traditional ice cream, especially for the 76% of consumers who make an effort to eat healthy.”
Fairlife was founded in 2012 to produce nourishing milk-based products made using a patented cold-filtration process that removes some natural sugars while concentrating the protein and calcium naturally found in real cows’ milk.
Lafayette, Calif.-based Boardwalk Frozen Treats is a sales, marketing and distribution partner for national ice cream brands.
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