Coke hopes new milk will 'rain money'
Coke is coming out with a premium milk that has more protein and less sugar than regular. It was described it as a product that "rains money".
The rollout of Fairlife over the next several weeks marks Coca-Cola's entry into the milk market in the US and is one way the world's biggest beverage maker is diversifying its offerings as Americans continue turning away from soft drinks.
It also comes as people increasingly seek out some type of functional boost from their food and drink, whether it's more fibre, antioxidants or protein.
That has left the door open for Coke to step into the milk category, where consumption has been declining for decades.
"It's basically the premiumisation of milk," Sandy Douglas, president of Coca-Cola North America, said at a conference in November.
If developed properly, Douglas said it is the type of product that "rains money".
Fairlife, which Coca-Cola formed in partnership with dairy cooperative Select Milk Producers in 2012, says its milk goes through a filtration process that's akin the way skim milk is made.
Filters are used to separate the various components in milk. Then, more of the favourable components are added back, while the less desirable ones are kept out.
The result is a drink that Fairlife says has 50pc more protein, 30pc more calcium and 50pc less sugar than regular milk.