Brownes Dairy has launched Füll+, a milk-based meal solution that’s said to bridge the gap between thin protein supplements and processed convenience meals.

“We are reclaiming the term ‘fast food’,” said Brownes CEO Natalie Sarich-Dayton.

“For too long, fast food has been synonymous with nutritional compromise. Füll+ is the antithesis of that. It’s smart food for people who are ‘moving fast’ but refuse to sacrifice their health. We’re solving the relatably human problem of the skipped breakfast and the desk-bound lunch.”

Packed with protein

Unlike traditional shelf-stable (UHT) shakes, Füll+ is a milk-based meal engineered with 35g of high-quality protein, 18 essential vitamins and minerals, and over 5g of fibre.

The launch arrives as Australians increasingly prioritise protein as a foundational pillar of metabolic health.

“Protein is the missing piece of the puzzle for those skipping meals,” said Ms Sarich-Dayton.

“It acts as the primary building block for everything from immune function to muscle repair. Füll+ is the first liquid meal in Australia that actually delivers on the promise of convenience while providing genuine sustenance and staying power, not just a quick hit of protein.”

Form and function

The brand’s debut in Coles this week signals a shift in retail trends, as major supermarkets expand their chilled “on-the-go” functional offerings to compete with traditional fast-food outlets.

“We identified a significant white space in the Australian retail landscape,” said Ms Sarich-Dayton.

“It’s about meeting the demand for ‘grab-and-go’ options that don’t compromise on nutritional density, effectively turning the dairy aisle into a healthy alternative to the fast-food strip.”

The launch of Füll+ follows the explosive success of Hunt and Brew, the Brownes-developed brand that has become Australia’s fastest-growing and highest-selling premium cold brew coffee.

Füll+ is available in two smooth flavours, Chocolate and Iced Coffee, and can be found in the chilled milk section of Coles supermarkets nationwide.