Looking for something different to drink from Coca-Cola?
Well, Coke wants you to drink a new line of product from their portfolio – a lactose-free, 50 percent more protein-rich and calcium milk product.
At a recent conference announcing their newest product Fairlife milk, Sandy Douglas, the president of Coca-Cola North America, reportedly said that the company expects the premium milk to “rain money” following extensive marketing efforts. This includes a advertisements and a website with pin-up style images of women wearing liquid milk dresses.
“It’s basically the premiumisation of milk,” said Douglas.
She also said that the milk would cost twice as much as regular milk from a jug.
Fairlife milk claims to contain half the sugars of regular milk thanks to a cold filtration process. It was first introduced in select markets early this year.
Dairy products with amped-up protein content have been trending in recent years with an increasing number of protein-rich yogurts hitting shelves and even Philadelphia Cream Cheese adding a range last year with double protein.
Fairlife milk is currently only available in the regions of Greater Denver, Greater Twin Cities (Minneapolis-Saint Paul), and Chicago.
Yvad Billings Readers Bureau Fellow
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