KANSAS CITY, KAN. — Providing a counter to alternative milk beverages, Dairy Farmers of America (DFA) developed a reduced-calorie dairy milk that the company said contains 75% less sugar than fat-free skim milk.

Referencing the 50 calories per serving in the new product, DFA called the new line from its DairyPure brand Milk50.

DFA noted the lactose-free Milk50 products – which debuted in original, chocolate and vanilla varieties – contain the same key nutrients found in other dairy milks, as well as 9 grams of protein.

Rachel Kyllo, chief marketing officer of dairy brands at DFA, said Milk50 addresses health-conscious consumers’ top concerns: calories and sugar.

"While some people switched to plant-based alternatives seeking lower calories, they've been forced to compromise on both taste and nutrition. Now they don't have to settle for less,” Kyllo said.

In a January survey of US adults commissioned by DFA and administered by Talker Research, 58% of respondents said they are “welcoming back dairy in their diets after being disappointed with the price, taste and heavy processing of plant-based beverages,” DFA shared.

The survey also found that more than half of respondents think dairy milk tastes better (66%), has better texture (61%), is a better ingredient (66%), and pairs better with meals (61%) than plant-based alternatives (13%, 12%, 10% and 12%, respectively).

Per DFA, a 1-cup serving of Milk 50 offers 20% of the recommended daily value of calcium, as well as 10% for vitamin D and 15% for vitamin A, with no artificial flavors or colors.

An advanced ultra-filtration method, DFA said, removes 75% of the sugar while preserving protein in Milk50 products. The process then involves adding “a tough” of sweetness to “achieve an ideal taste profile.” DFA said Milk50 original and vanilla products use allulose, a sweetener that mimics the taste and texture of sugar with roughly 10% of the calories.

Milk50, packaged in 48 oz plastic bottles, launched nationwide at Target locations, as well as a number of West Coast retailers.