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Fairlife unveils high-protein meal replacement beverage

Fairlife Nutrition plan launches in Northeast, Southeast and mid-Atlantic states.

Fairlife LLC has announced plans to introduce and test fairlife nutrition plan, its brand new meal replacement shake, at more than 200 BJ's Wholesale Club locations in the Northeast, Southeast and mid-Atlantic regions of the U.S. before expanding into national distribution.

Currently available only in chocolate, the lactose-free beverage is designed to satisfy hunger and help consumers pursue sustainable health goals with the nutrition they need. It combines fairlife ultra-filtered milk with real cocoa for a flavorful drink with a rich and creamy texture, the company said.

Fairlife nutrition plan contains 30 g of dairy protein and 2 g of sugar and is rich in eight essential vitamins and minerals. Each 11.5 oz. bottle also offers 60% of the recommended daily value of calcium but has no gluten, no artificial preservatives and no artificial flavors or colors. It is available at a suggested retail price of $16.66 per 12 pack for a limited time only at BJ's Wholesale Club stores in Ohio, Maine, New Hampshire, Massachusetts, Connecticut, New York, Philadelphia, New Jersey, Maryland, Delaware, Virginia, North Carolina, South Carolina, Georgia and Florida.

Following this test launch of fairlife nutrition plan, the company said it plans to add a vanilla flavor and expand its distribution to include major grocery, retail and convenience stores nationwide. Fairlife uses a cold-filtration process that removes lactose and sugars while concentrating the natural proteins, nutrients and minerals found in cow's milk. The company was founded in 2012 by Mike and Sue McCloskey of Select Milk Producers Inc., a group of dairy farmers dedicated to using exceptional cow care and sustainable farming practices to yield higher-quality milk.

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