JOYYA - 100% Canadian Ultrafiltered Milk Launches in Canada Offering 75% More Protein and 25% Less Lactose Than Regular Milk

Canadians demand Canadian – survey reveals 91% prefer milk from Canadian farms –
new JOYYA ultrafiltered milk answers the call!

MONTREAL, Nov. 9, 2018 /CNW/ - Canada's dairy leading fluid milk and cream processor, Saputo launches JOYYA ultrafiltered milk, a proudly all-Canadian dairy product and next step in the superfood movement. JOYYA ultrafiltered milk challenges the long-standing status quo of regular milk, serving 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.

JOYYA – 100% Canadian Ultrafiltered Milk Launches in Canada (CNW Group/Saputo Inc.)

A staple for as long as we can remember, regular milk has recently been challenged by trendy plant-based alternatives like never-before. In light of this, you may be wondering if Canadians are still drinking regular milk. To understand Canadians' milk consumption habits and preferences, Saputo commissioned a nation-wide survey with Maru/Blue* to answer the question.

Milk Mania is Alive and Well

Despite the rise of milk-alternative trends and a very cluttered "dairy" aisle, the survey discovered Canadians are still fiercely dedicated to milk, revealing that 87 per cent of Canadians still drink or cook with milk regularly and 40 per cent consume it daily.

More Milk Mania Findings: 

• 43 per cent of Canadians choose milk for its protein
  • And almost one third of Canadian (27 per cent) wish milk had more protein
• The biggest reason for trying milk alternatives was curiosity but over a quarter of Canadians were seeking an added source of protein, even though most common plant-based milk alternatives have less than 3g of protein per 250ml serving
• While more than half of Canadians have tried milk alternatives in the last five years, 75 per cent came back to regular milk
• Canadians are very loyal to dairy farmers, 91 per cent of people surveyed want to purchase milk produce on Canadian farms
• Canadians love milk in many ways: half of milk drinkers enjoy it by the glass
  • 72 percent consume it with cereal, and just over half add it to coffee or tea

Saputo is ready to answer the call with a 100% Canadian milk solution: JOYYA ultrafiltered milk.

A Fresh Innovation

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 quantifiable benefits," says Kim-Tuan Nguyen Vice-President, Saputo Strategic Business Development for Fluid, Bottling & Culture products. "We know Canadians crave more out of life, and therefore expect more from their milk. By adding a new premium product to the milk category, JOYYA ultrafiltered milk is providing more of the good and making dairy relevant again."

Feel the JOYYA

A new milk category, JOYYA ultrafiltered milk contains no artificial flavours or colours and is made from 100% Canadian milk. Like all milk produced in Canada, it is also hormone and additive free.  It's ultrasimple: 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 1-litre PET ergonomic bottle for easy pouring, long lasting freshness and portability! 

Proud to be Canadian

In Canada, Saputo is proud to offer high-quality, 100% Canadian milk entirely sourced from Canadian dairy farms and JOYYA ultrafiltered milk is endorsed by Canada's leading regional dairy brands – Neilson and Dairyland. With a massive roll-out underway, JOYYA ultrafiltered milk can now be found at Canada's community grocers and independent specialty stores, with more retail outlets to come. Visit JOYYA.ca to find a store near you.

JOYYA ultrafiltered milk is available in a 1-litre format in the following varieties:     

• Skim Milk (0% _M.F.) – 75 per cent more protein and 25 per cent less lactose (sugar) than regular milk; 16 grams of protein per 250mL serving
• Partly Skimmed Milk (2% _M.F.) – 75 per cent more protein and 25 per cent less lactose (sugar) than regular milk; 16 grams of protein per 250mL serving
• Whole Milk (3.25% _M.F.) – 75 per cent more protein, 25 per cent less lactose (sugar) than regular milk; 16 grams of protein per 250mL serving
• Chocolate Dairy beverage - Partly Skimmed (2% _M.F.) – 75 per cent more protein and 50 per cent less sugar than regular chocolate milk; 15 grams of protein per 250mL serving

Canadians are invited to join the movement online using #FeeltheJoyya.

Instagram: @joyya.ca
Facebook: @joyya.ca
Website: www.joyya.ca

About JOYYA

JOYYA ultrafilitered milk joins Saputo's well-known brands in Canada alongside Armstrong, Dairyland, Cheese Heads, Milk2Go/Lait's Go, Neilson, Nutrilait and Woolwich Dairy. JOYYA ultrafiltered milk is produced and packaged in Canada, made with 100% Canadian milk and is endorsed by Canada's leading regional dairy brands – Neilson and Dairyland. JOYYA ultrafiltered milk can be found at Canada's community grocery stores and independent specialty stores. Visit JOYYA.ca to find a store near you.

About Saputo

Saputo produces, markets, and distributes a wide array of dairy products of the utmost quality, including cheese, fluid milk, extended shelf-life milk and cream products, cultured products and dairy ingredients. Saputo is one of the top ten dairy processors in the world, the largest cheese manufacturer and the leading fluid milk and cream processor in Canada, the top dairy processor in Australia and the second largest in Argentina. In the USA, Saputo ranks among the top three cheese producers and is one of the largest producers of extended shelf-life and cultured dairy products. Our products are sold in several countries under well-known brand names such as Saputo, Alexis de Portneuf, Armstrong, COON, Cracker Barrel**, Dairyland, DairyStar, Devondale, Friendship Dairies, Frigo Cheese Heads, La Paulina, Milk2Go/Lait's Go, Montchevre, Murray Goulburn Ingredients, Neilson, Nutrilait, Scotsburn**, Stella, Sungold, Treasure Cave and Woolwich Dairy. Saputo is committed to promoting responsible care for dairy animals and has a zero-tolerance policy for any act of animal cruelty. To learn more about their Promise, visit Saputo.com.  Saputo Inc. is a publicly traded company and its shares are listed on the Toronto Stock Exchange under the symbol "SAP".

*Survey Methodology: From October 17^th to October 18^th 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.

**Trademark used under licence. 

For more information, photos and product samples, please contact:
Lexa Newell, Strategic Objectives, [phone], [email protected]

SOURCE Saputo Inc.