For the first time since 2020, dairy milk sales are back in growth, as more Australians embrace protein-rich diets[1], according to Dairy Australia. Plant-based milk drinkers are returning to dairy, recognising its natural nutritional benefits[2], according to Circana.

Enter Dairy Farmers High Protein Milk, delivering a serious hit of “oomph” with 18g of high-quality dairy protein per 300ml serve, “the highest of any dairy milk on the market” – matching Bega Group’s own The Complete Dairy 1L range – “all while retaining the rich, creamy taste of regular full cream milk that Australians know and love,” says the brand.

“Dairy foods are one of the easiest ways to consume proteins, that the body is able to absorb and use, better than many plant-based sources[3][4]. Dairy Farmers High Protein milk is also high in calcium, so as part of a balanced diet it’s a great option not just for keeping bones strong, but also for maintaining muscle, and helping with recovery after exercise through the benefits of protein,” says Katrina Strazdins, Group Manager – Nutrition at Bega Group.

Products with high protein content have surged in popularity by over 23% in the past year[5], according to Circana, inspiring changes at the supermarket shelf in the yoghurt, snack bars, and smoothie aisles – including the recent successful launch of Dairy Farmers Protein Smoothies.

However, the uptake of high protein products through regular milk has lagged behind this growth, says Dairy Farmers.

“With nearly all Australians acknowledging protein’s health benefits[6], this new product makes it easier to integrate protein into everyday routines – whether in coffee, smoothies, cereal, or cooking.”

“With dairy milk back in growth, it’s the perfect time for consumers to tap into its potential as a convenient and natural source of high-quality protein,” says Anjali De Silva, Marketing Manager of White Milk at Bega Group.

“Our new Dairy Farmers High Protein Milk is simple, delicious, and requires no special purchases or extra steps to add strength and vitality to your day – just swap it for your regular milk,” said Ms De Silva.

Dairy Farmers High Protein Milk 2L is available in Coles stores across NSW, Victoria, and South Australia from 14 July.

*Dairy Farmers High Protein Milk contains 70% more protein (6g/100mL) than regular Dairy Farmers Full Cream milk, which has 3.4 g protein per 100 mL.

[1] Dairy Australia | In Focus Report 2024.

[2] Circana Panel, White Milk, MAT 26.01.25.

[3] Herreman et al. Comprehensive overview of the quality of plant- AND animal- sources proteins based on the digestibility indispensable amino acid score. Food Science & Nutrition. July 2020.

[4] Mathai et al. Values for digestible indispensable amino acid scores (DIAAS) for some dairy and plant proteins may better describe protein quality than values calculated using the concept for protein digestibility-corrected amino acid scores (PDCAAS). British Journal of Nutrition. April 2017.

[5] Circana Panel, Total Supermarkets, MAT 23.02.25.

[6] Nature Research, 2025 Protein National Snapshot, n=1,000 consumers, nationally representative.