Dairy ingredients are frequently used for enhancing flavor, texture, appearance, and nutrient-density of finished products. These ingredients often excite marketers because of the ability to make product-claims and create competitive gaps. At present, with the changing consumer preferences and awareness, these ingredients can play even more significant role because of their nutritious and wholesome connotation and consumer-friendly labeling. The presentation will provoke fellow academic researchers and dairy industry associates to ensure the new dairy ingredients and processes maintain the cleaner-label aspects and transparency expected by consumers from the novel dairy ingredients. This presentation will also highlight the opportunities to consider wholesomeness of dairy ingredients, in conjunction with “simple-to-explain” in-process transformations, in order to create novelty. Such discoveries, their development, and (ultimately) deployment takes time; so patience and persistence are key to successfully launch in the marketplace the products that are nutritious and flavorful.