Super milk “game changer” in the US

Mr Steve Jones, the CEO of Fairlife, believes a new innovative approach to marketing milk will be a game changer in the US milk industry. His strategy is to distribute new premium milk products through Coca-Cola’s system, believing he can breathe new life into existing consumer trends and increase the overall dwindling milk consumption statistics since the 1980’s.

The new Fairlife premium milk range, consisting of three liquid milk varieties – skimmed, 2% low fat and chocolate, with added fibre, antioxidants and protein were available in certain US retailers from the beginning of February. The milk products are sold for roughly twice the price of normal milk and packaged in sleek plastic bottles, designed to appeal to consumers who increasingly are looking for food and beverage products with a nutritional boost. Mr Jones wants to excite consumers with something new and thinks consumers are currently less interested in milk products because of a lack of innovation. He will be harnessing Coca-Cola’s distribution and marking resources to promote the new range so that Fairlife will become “an essential item in every fridge in the US”. To read futher, click HERE