From the UK Independent:
Coke milk? Coca-Cola to launch premium milk brand called Fairlife
When Coke tried to muscle in on the mineral water market, it was hounded out for selling bottled tap water.
Now the company has got its commercial eyes on milk. But rather than just repackaging another part of our everyday diet, the firm boasts its drink will come souped up in a high-protein, high-calcium, low-sugar form – and sold at twice the price of a normal pint.
Fairlife will go on sale in the US next month and according to Coca-Cola, a major investor in the product, it will be more “nutritious” with 50 per cent more natural protein and calcium and less sugar than ordinary milk.
Heralded by breathless promotional materials that claim the new drink will take “milk where it’s never been before”, the drink is seen as the “premiumisation of milk” by the company.
Speaking at Morgan Stanley’s Global Consumer Conference last week, Coca-Cola’s North American chief, Sandy Douglas, said: “It’s basically the premiumisation of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug.”
Mr Douglas claimed that the milk “tastes better” than regular milk and is made on sustainable dairy farms with “high-care processes” and a “proprietary milk-filtering process”.
And there will be fools who will buy it.
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