Hunt And Brew’s innovative Extra Protein Milk 1L has hit the shelves of Coles stores nationally this week.

Claimed to be “a game-changer for the dairy aisle”, the low-fat milk packs a powerful 16g of dairy protein per 250ml serve, offering 80% more protein than regular milk – the highest amount of protein of any dairy milk currently on the market in Australia.

Jake Calabrese, Senior Brand Manager at Hunt and Brew, says the premium high-protein milk was developed to meet the growing consumer demand for convenient, clean, and natural ways to boost protein intake.

“This launch is about reinvigorating the dairy milk sector. While plant-based alternatives have surged ahead, innovation in fresh, white milk has remained largely stagnant,” said Mr Calabrese.

Sourced from pristine farms in the renowned Margaret River and surrounding South-West region of Western Australia, the milk is said to be the perfect clean-label solution for those looking to boost their protein intake. Its unique formulation has also been expertly crafted to work perfectly in coffee and tea, with a rich, creamy texture that froths beautifully. It also serves as an ideal high-protein base for breakfast cereals and smoothies.

The strategic launch is poised to capture the attention of a new generation of health-conscious consumers, including younger shoppers and busy professionals, who value quality and convenience.

“Hunt And Brew is here to do dairy better,” said Mr Calabrese. “By starting with the highest quality milk from WA’s iconic Margaret River region and formulating it to be both highly functional and delicious, we’re aiming to attract younger, health-focused millennials and Gen Z back to the dairy milk category.”

The increased national presence aims to significantly boost brand awareness for Hunt And Brew and drive interest in the innovative new dairy product.

“We are incredibly excited to partner with Coles for the national launch of our Hunt And Brew Protein Milk,” said Mr Calabrese.