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