- Coca-Cola is getting into the dairy business with a new Minute Maid brand of premium milk called Fairlife.
- Fairlife milk—which will run $3.98 to $4.20 a gallon—will launch with a national ad campaign next month.
- The move comes as carbonated beverage sales continue to decline and consumers are interested in adding protein as part of a healthy diet. The milk is specially cold filtered to include 50% more protein, 50% less sugar, and 30% more calcium than conventional milk.
As consumer focus continues to move in a healthier direction, soda brands like Coca-Cola will have to adapt to make up the losses from less soda consumption. 'Premium' brands of milk is one way to compensate for slow sales in other divisions. Although Coca-Cola promoting the product may not be a way to sell the brand starting off, as it's not known for healthy options, so this is a situation where nuanced marketing is going to be needed to get the product off the ground.