Milka-Cola: Coca-Cola enters dairy market with its own brand of milk

Coca-Cola is set to launch its own brand of milk which will cost twice as much as regular milk with 50% more protein.

16:44 26 November 2014

Coca-Cola is set to launch Fairlife, it’s own brand of milk, which features "30per cent less sugar and 50per cent more protein". The company bolded forecasted that it will become so popular that it will “rain money” for them. 

 

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”.

 

He told a conference: “We’re going to be investing in the milk business for a while to build the brand, so it won’t rain money in the early couple of years. But like Simply [Coke’s premium fruit juice line], when you do it well, it rains money later.”

 

He added that the new product went through “a proprietary milk filtering process that allows you to increase protein by 50%, take sugar down by 30%, and have no lactose.”

 

Meanwhile, a Fairlife spokeswoman confirmed via Twitter that there is no immediate plans to launch the product outside of the United States.