Coca-Cola is launching its own brand of milk, which it claims could become so popular that it will “rain money” for the company. They are also willing to bet that shoppers would be wooed by this new Fairlife milk, saying its new product tastes better and is more nutritious than regular milk.
Fairlife, which will launch in the US next month, will cost twice as much as regular milk and will have 50% more protein and 30% less sugar.
Sandy Douglas, Coke’s Global chief customer officer, said Fairlife was “a milk that’s premiumised and tastes better and we’ll charge twice as much for it as the milk we’re used to buying”.
Douglas said Fairlife, a joint venture with US dairy farmers, used “a proprietary milk filtering process that allows you to increase protein by 50%, take sugar down by 30%, and have no lactose.”