Coca-Cola says it will have its new “Fairlife” milk product on store shelves nationally in December.
Developed by Mike and Sue McCloskey of Fair Oaks Farms, the milk is filtered into five components then recombined in different proportions. Fairlife doesn’t have any lactose, has 50 percent more protein, 30 percent more calcium and 30 percent less sugar than regular milk. It is farmer-certified rBST-free. Coca-Cola signed-on to be the national distributor.
The product was test marketed in Minneapolis, Denver and Chicago. Coke’s senior vice president of North American operations, Sandy Douglas told Morgan Stanley’s Global Consumer Conference the product will sell for twice-the-price of regular milk and is the beginning of a long-term investment in the dairy business for Coca-Cola. He described it as “the premiumization of milk” comparing it to Coke’s successful “Simply” premium juice line. He says Americans are interested in products with higher levels of protein and lower sugar.
This is one of the seven partnerships announced by Dairy Management Incorporated last month which will invest more than $500 million to reinvigorate the fluid milk market.
Source: www.brownfieldagnews.com