Coca Cola introduces new milk to the market

Coca Cola has unveiled a new milk product that is claiming to contain twice the protein and calcium than the regular milk. But it costs twice as much!

The milk, Fairlife, which is set to be released in the US in December, is said to contain half as much sugar as regular milk.

Businessweek reports Sandy Douglas, Senior Vice President and Global Chief Customer Officer of Coca-Cola North America, as saying at Morgan Stanley’s Global Consumer Conference last week:

 “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”

Fox News reports:

Most of the milk used in the new drink will come from family-owned farms and Coca-Cola says that it is dedicated to “pursuing the highest standards of milk quality, agricultural sustainability and animal comfort.” There are no protein powders, synthetic supplements or growth hormones added.

Fairlife is created using a “cold filtration” process that allows the “good stuff” to remain concentrated while filtering out fats and sugars. The resulting product is also lactose free. Douglas also claims it just "tastes better."

Fairlife advertising campaigns feature scantily models dressed in strategic splashes of milk.   

The milk will be sold in 32-ounce for $2.99 and 52-ounce bottles for $3.99 as suggested retail prices.