Coca-Cola to launch Fairlife milk

Coca-Cola is branching out beyond its fizzy drinks base to juice and even milk in the US. Sandy Douglas, senior vice president, global chief customer officer and president, Coca-Cola North America told Morgan Stanley’s Global Consumer Conference, “The milk product is made on a sustainable dairy with fully sustainable high care processes with animals, has a proprietary milk filtering process that allows you to increase protein by 50%, take sugar down by 30%, and have no lactose, and a milk that’s premiumised and taste better and we’ll charge twice as much for it as the milk we’re used to buying in a jug.

“The test markets have been amazing, and we’ve created a joint venture with a bunch of dairy farmers who are innovative leaders in the dairy industry,” Douglas adds. “You have a nutrition beverage company with tremendous growth potential. We’re going to be investing in the milk business for a while to build the brand so it won’t rain money in the early couple of years. But when you do it well it rains money later.”
Transcript courtesy of www.seekingalpha.com

Related content

Leave a reply

Dairy Industries International