Fluid milk consumption in the United States has steadily declined over the past several years. Whole milk consumption has declined the most by product as seen by data from USDA ERS. As consumers’ tastes and preferences change, innovation in the dairy food industry must occur to sustain demand for dairy products. Recent promotions, such as “milk life” promote the nutritional aspects of milk. Fairlife ultra-filtered milk was recently introduced to capitalize on a growing demand for high protein drinks for the physically active consumer. After developing a patented cold-filtration process for milk, Select Milk Producers started a partnership with Coca-Cola to develop and distribute their dairy based protein drinks. Their products are offered in 4 varieties (whole, reduced fat, fat free, and chocolate); they are priced higher than conventional fluid milk. To obtain an ultra-filtered milk product, the founders of Fairlife use a patented cold filtration process that first concentrates the milk, and then sterilizes the concentrate. The process differs from ultra-high temperature (UHT) processing and manages to avoid the characteristic burnt flavor of UHT milk (Maron and Corby, 2012). Milk components are separated to obtain a final product with twice as much protein, more calcium, less sugar, and no lactose. In a systematic review, Pasiakos et al. suggests that protein supplementation can enhance muscle mass and performance with adequate exercise procedures. This shows that high protein dairy drinks will be beneficial for active consumers. Ultrafiltration allows the separation of lactose to pick up a new class of lactose-intolerant consumers as well. In conclusion, consumption of fluid dairy products is steadily declining. As consumers’ tastes and preferences change, innovation in the dairy food industry must occur to sustain demand for dairy products. Ultrafiltration and the new cold filtration process allow the separation and concentration of milk components to create a specialized product for different consumers. Pricing and promotion of new dairy products is very important to convey the proper message and increase demand.