High Protein Milk: Clever Nutrition or Just Another Gym Bro Gimmick?

Dairy Farmers has launched a new High Protein Milk, banking on Australia’s protein obsession to boost sales. The brand claims its milk delivers 18g of dairy protein per 300ml serve, which is about 70% more than regular full cream milk, all without losing its creamy taste.

According to Dairy Farmers, sales of regular dairy milk are back in growth for the first time since 2020, partly because plant-based drinkers are returning to old-school cow juice for its “natural nutritional benefits”. Apparently, we’ve all realised that milk has, well, protein in it.

Bega Group’s nutrition manager Katrina Strazdins says dairy protein is absorbed better by the body than many plant-based sources, making it a solid option for muscle maintenance and post-workout recovery. Which sounds great, but let’s be honest – slap “high protein” on a label and gym-goers will buy it by the crate, whether it’s milk, yoghurt, or hamster food.

Protein-enriched products have surged by 23% in the past year, but high-protein milk hasn’t kept up with the trend, something Dairy Farmers say they are keen to fix. Their marketing message is simple: swap your usual milk for theirs and you’ll sneak in a bit more protein with zero effort. And it’s true.

The new Dairy Farmers High Protein Milk is now in Coles across NSW, Victoria, and South Australia. Don’t know why the rest of Australia was neglected, but there you have it.

Will it turn your morning coffee into a muscle-building elixir? Probably not. But if you’re looking to squeeze a little extra protein into your day without chewing another chalky bar, it might just do the trick.

Milk: What’s In Regular Milk?

What’s in a Glass of Full-Cream Milk?Milk is a nutrient powerhouse. In one cup (250ml) of full cream cow’s milk, you’ll find roughly:

How’s it Made?In Australia, milk is collected from dairy farms daily or every second day. It’s quickly chilled on-farm before tanker collection, transported to processing plants, and pasteurised – heated to at least 72°C for 15 seconds – to kill harmful bacteria while retaining nutritional value. Some milk is also homogenised to evenly distribute fat molecules, preventing cream rising to the top.

How Fresh is it when you Drink it?Most milk reaches supermarket shelves within 24–48 hours of leaving the farm, depending on location. Pasteurised milk typically has a shelf life of 7–14 days when refrigerated below 5°C. UHT (long-life) milk undergoes higher temperature treatment and is shelf-stable for months unopened.

How much Should you Drink?The Australian Dietary Guidelines recommend 2.5 serves of dairy per day for adults, where one serve equals 1 cup (250ml) of milk, 200g of yoghurt, or 40g of cheese. However, intake varies by age, gender, and health needs. Dairy provides essential calcium, protein, and micronutrients, but those with lactose intolerance should choose lactose-free dairy or fortified alternatives.Milk remains one of the most nutrient-dense everyday foods. Whether you’re drinking it for bone health, protein, or simply because coffee isn’t coffee without it, know that what’s in your glass is fresh, rigorously processed for safety, and packed with nutrients your body uses efficiently.

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