Coca-Cola expects its Fairlife milk to “rain” money

“We’re planning to invest in the milk business to build the brand so it won’t rain money in the early years but when you do it well, it rains money later,” said the president of Coca-Cola North America Mr Sandy Douglas at a conference on Monday, 24 November 2014. This follows the news that one of the best-known junk food brands in the world is getting into the dairy business.

Coca-Cola entered into a joint venture with Fairlife milk, who claims that their product is higher in protein and calcium and much lower in fat and sugar than traditional milk. In addition, the milk is lactose free, and has as much protein in a single serving as the equivalent amount of Greek yogurt.

Mr Douglas added that it’s basically the premiumisation of milk. When it goes on sale in late December, it will “taste better and we’ll charge twice as much for it as the milk we’re used to buying in a jug”. To read more, click HERE.