NEW YORK — Coke is coming out with premium milk that has more protein and less sugar than regular. And it’s betting people will pay twice as much for it.
The national rollout of Fairlife over the next several weeks marks Coca-Cola’s entry into the milk case in the U.S. 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 foods and drinks, whether it’s more fiber, antioxidants or protein.
“It’s basically the premiumization of milk,” Sandy Douglas, president of Coca-Cola North America, said at an analyst conference in November. If developed properly, Fairlife is the type of product that “rains money,” Douglas said.
Fairlife says its milk goes through a filtration process akin to the way skim milk is made. Filters are used to separate the various components in milk. Then, more of the favorable components are added, while the less desirable ones are kept out.
