Fairlife LLC is expanding its portfolio, debuting its new line of fairlife creamers made with ultra-filtered milk this week. Best known for creating fairlife ultra-filtered milk, an innovative beverage that helped usher in a new era of value-added, ultra-filtered dairy products with more nutrition, fairlife is now extending its dairy credentials into creamers. fairlife creamers are available in four varieties: hazelnut, caramel, vanilla and sweet cream.

The launch of these real dairy coffee creamers marks fairlife’s first venture into the creamer category at a time when more and more adults are drinking coffee. In fact, the coffee category is expected to grow from $15.1 billion in 2019 to $18.5 billion by 2024, and the creamer market is projected to grow alongside it, from $6.1 billion to $7.5 billion. Some experts attribute this growth to coffee’s functional benefits and healthful positioning, while others attribute it to people adding less sugar to their coffee drinks or purchasing beverages that don’t contain artificial ingredients.

“Today, the creamer category is dominated by choices that lean heavily on indulgent flavors. As sales of premium coffee grow, our research shows that many consumers want to enhance the taste of their coffee, not cover it up,” fairlife chief marketing officer Bill Kelly said. “We created fairlife creamers to provide these coffee drinkers with a great-tasting option that offers real dairy with a hint of flavor to enhance their coffee experience. Our creamers are made with ultra-filtered milk and 40% less sugar than other creamers. It’s just another way to offer consumers delicious products with enhanced nutrition profiles.”

Many creamers are created with oils, milk derivatives and artificial ingredients, but fairlife said its creamers have just five ingredients, including real, ultra-filtered milk. All four varieties of fairlife creamers are made without artificial flavors or sweeteners and have 40% less sugar.