Canadian dairy distributor Neilson Dairy has unveiled new packaging across its value-added milk portfolio. The company processes milk, cream and other dairy products from its Halton Hills, Ont., and Ottawa facilities.

Rolling out later this month, the refreshed packaging brings a unified brand identity across Neilson’s protein beverage, lactose-free, organic and micro-filtered milk products to strengthen brand presence and clarify product benefits, the company said in a release.

The surge in demand for protein-based products has resulted in several companies shifting the look of their packaging to emphasize protein content. In 2024, General Mills reported $137 million in retail sales from its protein cereal lines.

A growing protein market in Canada

Recent Mordor Intelligence data estimates the Canadian milk protein market was approximately $45 million in 2025. The sector is expected to reach more than $54 million by 2030.

Tina Galluccio, director of marketing at Saputo Inc., told FoodNx Neilson’s refresh primarily focuses on creating a unified and easier-to-navigate brand system across its growing value-added portfolio.

“The refreshed branding places a stronger visual emphasis on clear benefits and functional cues, responding to consumer demand for products that support specific needs such as protein intake, lactose intolerance or organic preferences. Neilson has highlighted clearer callouts for key benefits and formats, supporting faster decision-making in store,” she said, adding the company continues to emphasize its products are made with 100 per cent Canadian milk.

She added the refresh aligns closely with nutrition-focused shopping habits, especially within the protein-enhanced and functional dairy segments. The update applies to packaging and visual elements only; products will remain the same in taste and overall brand positioning.

She said the company is also continuing to build on its reputation as a long-standing Canadian brand. Saputo acquired Neilson in 2008 from George Weston Foods for $50 million. Today, the company reports annual sales of $600 million.

Building on a company legacy

To reinforce this, Galluccio said the company has added the banner, “New look, same great taste” to maintain continuity with customers.

“By modernizing the look without changing what’s inside the carton, Neilson aims to remain familiar to households while appearing clearer and more relevant to younger, benefit-driven shoppers,” she said, adding this will allow the company to retain its core brand assets and trust cues.

Looking ahead, Galluccio said the company plans to continue expanding its 18g protein beverage line with extensions such as a two per cent chocolate 18g protein beverage.

“The refreshed packaging supports this strategy by making protein benefits more visible on shelves, while recent industry awards reinforce Neilson’s credibility and momentum in the protein-enhanced dairy space,” she said.