Everything old is new again! That includes milk’s rise to fame, again. This magazine cover of NFM Natural Foods Merchandiser, a publication of New Hope Media, the organizers of Natural Products Expo West, which is wrapping up its 45th installment in Anaheim, California, features the billboard from the first Natural Foods Expo in 1981. Notice the “Time for Milk” call out on the signage.
Once again, it is time for milk.
Dairy owned Expo West 2026. Dairy processors and brands were bold, big and everywhere. Dairy proteins, often coupled with fiber, and frequently in products marketed to GLP-1 users, could be found in in every aisle.
Today’s blog sponsor—BENEO—showcased its many ingredient solutions for GLP-1 food and beverage formulations. See what the company has to offer HERE.
The new dairy products showcased in the exhibition will be featured over the next month as a Daily Dose of Dairy. But here’s a sneak peek: Muscle Milk now is made with real complete cows’ milk, specifically it is made with ultra-filtered milk. (Learn more this Monday.)
The brand hosted sunrise yoga on Thursday where samples were available. I talked about the use of real milk, and the rep said, “It’s what our customers want. They like the taste better, and it’s no longer gritty!” Go Milk, Go!
The “winning” dairy product--in my eyes—at Expo West came from a company that started out as a manufacturer of vegan frozen meals. It’s Tattooed Chef, a former plant-based frozen food brand focused on nostalgic innovation. The company filed for bankruptcy in 2023, and since was acquired by Planted Ventures, a vertically integrated manufacturer of private-label frozen entrees, bowls, vegetables and more. Now it is reinventing itself.
Tattooed Chef shined with its new line of first-to-market frozen Cottage Cheese Crust Pizza. That’s right, pizza with a cottage cheese crust, which allows for a gluten-free claim and a decent dose of protein per serving.
The pizza comes in four varieties, with an entire pizza containing 840 to 960 calories and 40 to 47 grams of protein, depending on variety.
Varieties are Bianca (white sauce rather than traditional red), Killer Bee (hot honey), Spicy Vodka (the sauce) and Four Cheese. The latter is technically five cheese, as the cottage cheese crust is topped with mozzarella, provolone, cheddar and an aged white cheese.
The pizza is amazing!!! From the ingredient legend, it would appear that the crust is made with a proprietary blend of cottage cheese, rice flour, brown rice flour, egg white and yeast, meaning it is leavened. Congrats to Tattooed Chef!
(pictured: Ice Cream for Bears has new frozen novelties.)
(pictured: Clover Sonoma is entering new dairy categories and will be a full-service dairy brand this spring.)
(pictured: Dairy Farmers of America showcased its numerous new products, including high-protein milks under its many fresh and UHT milk brands.)
A shout out to Dairy Management Inc., a U.S. nonprofit organization that promotes and markets dairy products and is funded primarily by dairy farmers through the checkoff program. DMI’s booth, located next to the California Milk Marketing Board’s booth, gave dairy a huge presence in the North Hall in the Hot New Products section. The organization also hosted an educational session titled “What Consumers Really Want and Emerging Ways to Deliver It.”
DMI is out to re-establish dairy nutrition leadership through product innovation that modernizes dairy’s health and wellness benefits. DMI’s Health & Wellness playbook can assist. The Innovation Center for U.S. Dairy conducted research that identified 37 health conditions that consumers are actively managing. These were clustered together to create eight demand moments. These demand moments were then evaluated and scored based on level of science, dollar sales opportunities, openness to dairy and existing consumer dissatisfaction.
(pictured: Protein Pints was one of many dairy protein ice creams at the show.)
The playbook dives deeper into four of the demand moments, providing finished product concepts and approaches to marketing the product to different demographics. I cannot give it all away in this space but can share that the top-four demand moments represent more than a $150 billion market opportunity.
They are, in order of valuation:
- Growth and Performance (conditions addressed include bone health, energy, hydration and physical/athletic performance)
- Healthy Heart and Weight (conditions addressed include heart health, metabolic health and weight management)
- System Supercharge (conditions addressed include digestive health, general health and joint health/mobility)
- Mental and Emotional Health and Wellness (conditions addressed include cognition, fast-acting energy and mindfulness)
(pictured: In case you missed Wednesday's Daily Dose of Dairy, Organic Valley now has a line of pasture-raised higher protein milks. The product was sampled in the plaza every day, as well as at the co-op's booth.)
(pictured: Goodles, the higher-protein pasta meal, continues to make dairy a key component of its products. I had a little fun in a life-sized bowl of mac and cheese-shaped pillows.)
Earlier this week, the dairy checkoff unveiled Dairy Does More, a national marketing communications platform to help grow demand by reshaping how consumers think about dairy foods. The DMI initiative brings to life the Undeniably Dairy brand in a contemporary way and reflects a long-term strategy to strengthen dairy’s role in modern lifestyles.
“This is about reigniting relevance for dairy and unlocking new growth by helping consumers see our products in a whole new light,” said Aris Georgiadis, senior vice president of marketing communications for DMI. “Most people already love dairy for its taste. Now we’re showing them all the other benefits dairy provides and why it deserves a bigger role in their everyday lives.
“At its core, Dairy Does More aims to disrupt what Georgiadis describes as consumer “tunnel vision,” or the narrow ways people sometimes think about food categories.
“Consumers often put food into fixed boxes,” Georgiadis said. “Milk is for kids. Yogurt is for breakfast. Cheese is for dinner. Our job is to break that pattern and expand how people see dairy. If they only think of milk as something for kids, how do we broaden their horizons? If yogurt is only for breakfast, how do we help them see it as a snack, a recovery food or something that pairs with meals?”
Dairy Does More launched nationally March 2 with a new tagline, “So Many Reasons for Dairy.” It is supported by three 30-second digital video spots, social media activations and in-market programs. State and regional checkoff teams will have opportunities to leverage campaign elements in their social and marketplace programs.
The creative tone is bold, fun, lighthearted and informed, reinforcing dairy’s role as both a trusted nutrition source and a joyful part of everyday life. The goal is to have consumers see dairy’s familiar benefits paired with the unexpected, highlighting dairy’s versatility, functionality and emotional appeal while giving consumers new reasons to enjoy it throughout the day.
“We’re showing young athletes there’s more to dairy beyond protein, showing parents there are incredible mind-boosting benefits beyond calcium and engaging teenage foodies by talking about nutrition in a way that feels authentic to them,” Georgiadis said. “By pairing an obvious benefit with a surprise benefit, we can disrupt that tunnel vision and inspire new behaviors.”
A key objective of Dairy Does More is to increase dairy use by adding new consumption occasions. Despite dairy’s strong presence in American diets, most consumers still fall short of the recommended three daily servings. This goal carries strong appeal to farmers.
“This campaign is about building value for farmers and importers by strengthening dairy’s place in consumers’ lives,” said Marilyn Hershey, Pennsylvania dairy farmer and chair of DMI. “When people understand all that dairy does for their health, performance and everyday enjoyment, they’re more likely to choose dairy more often. That demand ultimately supports farm families across the country.”
“We want to be an undeniable and delicious part of people’s lives,” Georgiadis said. “We are the dairy experts, but we never want to be preachy or arrogant. Our role is to be a trusted, joyful voice that makes dairy nutrition approachable and enjoyable.”
For information about how the dairy checkoff is driving sales and building trust, link
HERE.
The BENEO team is also
HERE to help.
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