# Ultra-Filtered Protein Milks Nurri's Lactose-Free Drink Has 20g of Complete Protein Per Serving By Laura McQuarrie | Published 2026-07-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ultra-filtered-protein-milk References: [finance.yahoo](https://finance.yahoo.com/healthcare/articles/nurri-launches-ultra-filtered-protein-140000401.html)  [Nurri's](https://www.trendhunter.com/trends/nurri-milk-shake) Ultra-Filtered Protein Milk is a new, lactose-free beverage made with Grade A ultra-filtered milk, delivering 20 grams of complete protein per serving—making it one of the highest-protein multiserve ultra-filtered milk products available in the category. Crafted with a proprietary ultra-filtration process, Nurri Ultra-Filtered Protein Milk boasts less sugar than traditional milk and upholds the creamy taste and texture consumers demand. Aligned with the nutritional values families want, this ultra-filtered protein milk is ready to be worked into cereal, smoothies, coffee and other eating and drinking occasions throughout the day. In the line, there are four varieties: Nurri Ultra-Filtered Protein Milk 2%, Nurri Ultra-Filtered Protein Milk Whole, Nurri Ultra-Filtered Protein Milk Chocolate, and Nurri Ultra-Filtered Protein Milk Vanilla. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 44% | Activity: 58% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **High-protein Dairy:** Protein-dense everyday staples create room for brands to reposition familiar beverages as functional nutrition for families and active consumers. - **Lactose-free Indulgence:** Creamy lactose-free formats signal potential for inclusive dairy products that preserve taste while addressing digestive and dietary preferences. - **Multi-occasion Milk:** Versatile milk products designed for cereal, coffee, smoothies, and snacking reflect demand for nutrition that fits across daily routines. ### Who This Affects Most - **Functional Beverages:** Nutrient-enhanced drinks are expanding beyond single-serve formats, opening space for household beverages with elevated health credentials. - **Dairy Products:** Ultra-filtration technology is reshaping milk innovation by enabling higher protein, lower sugar, and improved differentiation in a mature category. - **Family Nutrition:** Better-for-you staples with familiar flavors provide opportunities for brands to serve parents seeking convenient wellness benefits for the whole household. ## Related on Trend Hunter - [Protein Clarity Shakes](https://www.trendhunter.com/trends/Protein-clarity-shakes.md) - [Private Label Ultra-Filtered Milks](https://www.trendhunter.com/trends/good-gather-ultrafiltered-milk.md) - [Demystifying Protein Pop-Ups](https://www.trendhunter.com/trends/prodega.md) - [Banana-Flavored Protein Milks](https://www.trendhunter.com/trends/spylt-banana-milk.md) - [Cookie-Flavored Protein Milks](https://www.trendhunter.com/trends/cookie-milk-drink.md) - [Three-Ingredient Pistachio Milks](https://www.trendhunter.com/trends/three-ingredient-pistachio-milk.md) - [Multi-Benefit Ultrafiltered Milks](https://www.trendhunter.com/trends/maola-more.md) - [Child-Friendly Protein Shakes](https://www.trendhunter.com/trends/nurri-kids.md) - [Slow-Churned Ice Creams](https://www.trendhunter.com/trends/from-the-farm.md)