[Zikes]

50% more protein, 30% less sugar, and lactose free. Any one of those on their own would be a differentiator from conventional milk that consumers would potentially look for.

[narag]

If it's free from lactose, then has it 30% less sugar than what?

[maxerickson]

To reduce the amount of sugar, they separate the sugar from the liquid ingredients and then mix it back in later.

They add enzymes to convert the lactose into other sugars.

So I guess they are still comparing to less processed milk.