Coke bets on high-protein, low-sugar milk to beat the real stuff.
In its quest to slake the world’s thirst, Coca-Cola is intent on making milk a billion-dollar brand. But not just any kind of milk. Coke has joined forces with a dairy cooperative to create Fairlife, which produces a filtered, high-protein, low-sugar, lactose-free designer milk also called Fairlife. It costs about $4 for a 52-ounce bottle— more than organic milk and about double what the conventional stuff sells for. In its first year on shelves, Fairlife reached about $90 million in sales, giving a sizable boost to the specialty milk category, which includes milk with more calcium or no lactose.
This story is from the March 21 - March 27, 2016 edition of Bloomberg Businessweek.
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This story is from the March 21 - March 27, 2016 edition of Bloomberg Businessweek.
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