Frequently Asked Questions
Media Release: More Goodness with Meadow Fresh
Q: What is changing about Meadow Fresh milk?
A. The launch of new Meadow Fresh milk signifies a new direction for the brand. We have a new look bottle, new logo and our milk is now less processed.
Q: What do you mean by 'less processed'?
A: We have taken one step out of the milk process, so it actually retains a higher level of the naturally present protein and calcium and that helps give it the full milk taste, without higher fat levels.
Q: Which process did you take out?
We eliminated the process where permeate is added back into the milk to standardise the amount of protein. Permeate consists of natural occurring ingredients in cows’ milk separated during ultra-filtration, but is typically added back into the milk during the production process. We have removed this process so the milk tastes creamier and has naturally higher levels of calcium and protein.
Q: What processes does the milk still go through?
A: It remains homogenised (with the exception of Calci Trim, Farmhouse and Cream), and pasteurised, so is still a complete, safe and nutritious food.
Q: What is permeate?
A: Permeate is the name given to the liquid portion of whole milk separated out through an ultra-filtration process that contains milk-sugar (lactose) and the minerals part of whole milk.
Q: Does no added permeate milk taste different?
A: No added permeate milk tends to taste richer and creamier, because it typically contains higher levels of naturally present protein.
Q: Is all milk the same?
A: Milk is a natural product which comes straight from the cow, so its composition can vary due to cow breed, their feed and lactation. Milk is then processed into one of a number of variants including Original Blue, Light Blue, Trim etc, all which have unique taste profiles due to the differences in protein and fat levels.
The range of protein in the no added permeate milk will be from 3.5g per 100mL and 4.5g per 100mL over the year, which is 13-45% more protein than the current standardised original milk (3.1g/100mL). Taking an annual average, the protein levels will be 25% higher in the new Meadow Fresh Original than the previous milk.
The ‘lower’ protein levels the new Meadow Fresh milk (spring/summer) will not fall below existing standardised protein levels of milk available year-round (3.1g per 100mL for previous Meadow Fresh Original blue).
Q: Why do the protein levels in fresh milk vary?
A: The protein content in fresh milk varies according to the lactation and feed cycle of cows, and even where the farm is and the breed of cow. For example, protein levels in milk are higher in autumn and winter, and lower in spring and summer.
Q: What is the difference between the new Meadow Fresh milk and the previous Meadow Fresh Milk?
A: With the new Meadow Fresh milk, we have taken one step out of the milk process so it actually retains the naturally present protein and calcium and that helps give it the full milk taste, without higher fat levels. These levels will naturally vary throughout the year. Previously, Meadow Fresh milk had standardised levels of protein.
Q: Why has Meadow Fresh decided to change its milk now and make it less processed?
A: The launch of the new, less processed milk signifies a forward-looking direction for the Meadow Fresh brand - we’ve responded to the interest in less processed products and are launching milk with higher levels of protein, so we’re actually providing more choice.
Q: Is it more expensive?
A: The company has chosen to invest in its brand and it will be absorbing the extra cost involved in having no added permeate. Meadow Fresh is providing the choice of No Added Permeate at an accessible price point.