Biz/Tech

Coca-Cola Introduces Premium ‘Coke Milk’ brand, ‘Fairlife’

Nov 25, 2014 07:27 PM EST | By Staff Reporter

Coca Cola is launching a different kind of milk in the United States called Fairlife that is said to be more nutritious and more expensive than regular milk.

After allegedly peddling (and overpricing) bottled tap water when it tried to sell a brand of mineral water back in 2004, Coca Cola is again venturing into a new business. This time, its milk, The Independent reports.

"In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op, is excited to soon be introducing an innovative ultra-filtered milk that... offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category," a Fairlife spokesman said.

Coca Cola introduces Fairlife, its premium brand of milk that boasts with umped-up nutrition with less sugar and 50 percent more natural protein and calcium and with an umped-up price tag: sold at twice the price of regular milk.

The retail giant markets its new drink as "milk where it's never been before," and according to Coca Cola itself, Fairlife is what is termed as the "premiumization of milk."

"It's basically the premiumization of milk. We'll charge twice as much for it as the milk we're used to buying in a jug," Sandy Douglas, Coca-Cola's North American Chief said at the Morgan Stanley's Global Consumer Conference last week.

Fairlife is said to "taste better" and unlike regular milk that comes from questionable mega farms, Fairlife comes from sustainable dairy farms, and even got released a video to prove it.

Douglas doesn't expect the brand to pick-up hoards of revenue just that yet, but is betting that it would "rain money later" after a couple of years in the market.

On a side note, several netizens reacted quite strongly about the product and its racy ad after it was announced by Coca Cola.

One Twitter user commented, "Hey @CocaCola, I dig milk and things related to milk, but DO NOT go to market."

"Dear God NO! CocaCola are Launching a brand of Milk! #Fairlife, Ad is Atrocious Worst of 2014," another one wrote.


© 2024 Franchise Herald. All rights reserved.

Biz/Tech

Real Time Analytics