10/30/2026
Fake milk.This Checks out….
There is a carton of "dairy" at Walmart that no cow ever touched.
What it is: Strive Freemilk Original, 32 ounces, $3.59 on walmart.com, listed as a "Milk Alternative." Walmart's own listing says, word for word: "Real dairy nutrition made without animals, powered by beta-lactoglobulin (BLG) whey protein through precision fermentation." It also says "DAIRY WITHOUT THE COW" and "PERFORMS LIKE COW'S MILK."
How it is made: FDA records show the protein is made by a genetically engineered fungus (Trichoderma reesei) in fermentation tanks. The fungus produces beta-lactoglobulin, the main whey protein in cow's milk. Perfect Day, the company behind the protein, says the fungus is filtered out. Green Queen reports Strive blends the protein with water, cane sugar and sunflower oil, plus vitamins. No cow is involved.
Is it approved: Perfect Day filed a safety notice with the FDA in 2019, and in 2020 the FDA said it had no questions. That is not an FDA approval. It is sold as lactose free, shelf stable and vegan friendly.
What the label says: the words "lab" or "lab grown" do not appear on Walmart's page. The ingredient list on Walmart's page is blank (the carton label may differ; we did not see it). The FDA's 2020 letter says foods with this protein need a milk allergen label, and news reports say it is not suitable for people with dairy allergies.
Where else: Green Queen reported in December 2025 that Strive was in more than 1,000 grocery stores in Kansas and New York City. The Walmart listing was live by June 2026.
To be fair: this is legal. The company says the protein matches the whey in cow's milk, and the FDA raised no questions. The product is clearly marked as made without animals; nobody is hiding it. One thing to know: in 2025 two advocacy groups sued Perfect Day in the Superior Court of DC, alleging most of the protein in its ingredient is fungal and disputing the "identical to cow whey" claim. That is an allegation. Perfect Day asked the court to dismiss it, and we found no ruling in the reports we read. Only Perfect Day was sued. Strive and Walmart are not part of the case.
Every quote here is from Walmart's listing, the FDA notice and news reports, read October 24, 2026.
Sources: walmart.com listing for Strive Freemilk Original 32 fl oz; Perfect Day partner page; FDA GRAS Notice 863 (2019); FoodNavigator, April 14, 2020; Green Queen, December 10, 2025 and its 2025 report on the lawsuit; Dairy Reporter, March 6, 2026; AgFunderNews, April 18 and June 4, 2025.