Costco has rolled out a highly anticipated new milk product in select locations. Lactose-intolerant customers say they have been waiting a long time for the wholesale giant to release this item.
The new ultra-filtered, high-protein, low-calorie milk recently appeared in Texas stores. A Reddit user in Georgetown first spotted the item in early April. Fox Business confirmed the product is stocked in select Austin-area locations.
Customers can purchase the new product in three half-gallon cartons for $10.59. It is currently sold under the Kirkland Signature label. Social media users noted the product is part of a West Coast testing phase and has not yet expanded to the East Coast.
Shoppers say the new warehouse addition arrives at a very convenient time. Consumers have reported noticing higher prices and intermittent shortages for comparable products at competing retailers. This includes the popular Fairlife line, which was one of the first major brands to popularize ultra-filtered milk.
"This is exactly what I've been waiting for Costco to put out!" one Reddit user said in a post. "I buy the Aldi one but this should be cheaper still. Hope it hits my warehouse soon."
The new Kirkland Signature product offers 50% less sugar and 50% more protein than similar alternatives. It contains 120 calories and 13 grams of protein per cup.
Shoppers widely praised the steep discount offered by the $10.59 three-pack. Some noted that competing Fairlife milk can cost over $10 for less than a gallon at local grocery stores.
"Fair life is $5.32 for .4 gallon at my local grocery store," one user said online. "That’s a pretty solid discount!"
Another shopper expressed excitement about the potential savings. "Woah, I stopped buying the 2% Costco milk and replaced it with the Aldi fair life dupe ($3.89 for 57oz) about 8 months ago, but if this shows up at mine, I’m buying this instead," another user said.
This high-protein milk is made possible through a unique ultra-filtration process. The method separates milk components to reduce lactose while keeping protein high. If sales perform well, Costco will likely scale distribution chain-wide based on consumer demand.