Yorkshire-based St Helen’s Farm, known for their expertise in goats milk products, has launched SuperNutrio, a high-protein cow’s milk that contains double the protein and 80% more calcium compared to standard milk. The new product range uses a patent-pending filtration process to concentrate two litres of cow’s milk into one, creating a nutrient-dense product without any additives or artificial ingredients.
The breakthrough lies in the company’s smart filtration technology, which naturally concentrates milk’s beneficial components while maintaining its pure, natural state. Available in whole, semi-skimmed and skimmed variants, SuperNutrio represents a significant advancement in dairy innovation, offering people way to increase their protein and calcium intake through their daily milk consumption.
In a market where plant-based alternatives have dominated recent innovation, SuperNutrio demonstrates that traditional dairy can be reimagined to meet contemporary health demands. The development addresses a growing desire for more functional foods that deliver enhanced nutritional benefits without artificial supplements. From fitness enthusiasts seeking muscle recovery support to older adults maintaining muscle mass, and parents ensuring optimal nutrition for growing children, SuperNutrio offers a versatile solution that fits naturally into daily routines.
This development also highlights the potential for traditional food categories to evolve and remain relevant in a changing market.
#WhatBrandsDo has dipped into the ‘dairy’ category before. The level of innovation, the new brand launches and the changes in consumer behaviour since the emergence of plant-based alternatives have been seismic. Few categories have changed so much and so rapidly, and the dairy fixture would be unrecognisable to a shopper from the 1990s. So, it is reassuring to see dairy companies using proven brand building tools – a blend of benefits-led innovation and branding (historically cows’ milk has been largely unbranded) to respond to the recent plant-based revolution.
SuperNutrio’s new offer is interesting, not least because it is based on a genuine innovation, not smoke and mirrors. Adding ingredients to natural products usually sits uncomfortably with UK and European consumers, though.
interestingly, in the USA, milk + added vitamins etc. is far more established. The strength of the new SuperNutrio range is its simple story. It delivers significant added benefits with NO ADDED ingredients. It uses improved filtration technology to deliver the concentrated goodness whilst preserving all the taste and naturalness of milk.
Which brings us to our only question, and we would love to hear the answer. Given the fabulous product and benefit story above, why did the brand choose to deliver no natural or dairy cues in the packaging, brand name and brand identity? We get the need to stand out in a category with long established colour and language codes, but the name – even acknowledging the targeting –sounds like a brightly coloured energy drink. If the message is more of the natural health benefits of milk, just concentrated with nothing added, the pack seems to deliver too much cold, hi-tech science (the reason to believe) and not enough natural healthiness… or cow (the benefit). That said, we love the idea, and as we have not seen the research, what do we know!
Find out more about Supernutrio