Coca-Cola has launched a line of milk in the US called Fairlife. It costs more than twice as much as regular milk and contains 50 percent more protein and half the sugar of normal milk. It also comes in chocolate flavor. It will soon be in the refrigerators of all major retailers including Walmart and Target. A nationwide advertising campaign will roll out in March/April.
Sandy Douglas, Coke’s global chief customer officer, said at an investment conference: “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 like Simply [Coke’s premium fruit juice line], when you do it well, it rains money later.” Fairlife (nicknamed Milka-Cola on Twitter) will be distributed by Coke’s Minute Maid group.
The original ad campaign of Fairlife that got nixed. Images: Dairyfoods.com