DFA launches Mulu cottage cheese with 18 grams complete protein, Walmart exclusive

Dairy Farmers of America is trying to turn cottage cheese into a modern protein platform. Mulu, launched April 8, gives the category 18 grams of complete protein per half-cup serving, and DFA says it is the first national cottage cheese brand to reach that level.

The product uses a proprietary two-layer whey-and-casein formulation, a structure DFA says delivers both immediate and longer-lasting protein release. Mulu is sold in 16-ounce low-fat and whole-milk varieties exclusively at Walmart stores nationwide, with a suggested retail price of $4.26. DFA also says the product contains all nine essential amino acids, has less than 1 gram of sugar per serving, and delivers 100 calories in the 2% low-fat version and 120 calories in the whole-milk version.

The positioning is as important as the nutrition panel. DFA says Mulu has 33% more protein than the leading cottage cheese brand, and the company is framing the launch for active consumers who want satiety, muscle recovery and sustained energy without giving up taste. Chris Mohr, a performance-nutrition expert quoted in DFA’s materials, backed the idea that fast and slow proteins can work together to support both immediate and longer-term nourishment. Kristen Coady, DFA’s chief innovation and brand officer, said consumers want protein that delivers performance without compromising taste.

Mulu lands in a category that is already moving fast. DFA says 70% of Americans actively seek more protein in their diets and that high-protein is the fastest-growing segment in dairy. The cooperative also cites Circana data showing U.S. cottage cheese retail sales rose 20% in the past year. That growth follows roughly 17% annual gains in 2024 and 2023, and 11% growth in 2022, underscoring how quickly cottage cheese has shifted from a sleepy staple to a product with real momentum.

The trend reaches well beyond dairy. Once Upon a Farm added Smoothies with Protein & Probiotics and Power Wheels bars, each with 4 grams of protein, while Innova Market Insights says 3 in 5 global consumers are actively including more protein in their diets and identifies Powerhouse Protein as a major 2026 snack trend. Bean-based snacks and meat snacks currently have the highest penetration of global launches with protein claims, reinforcing the same pattern seen at Walmart: protein is now the default innovation language, and familiar foods are being rebuilt around function, portability and broader everyday appeal.