Soda sales are falling, so Coca-Cola is getting ready to sell us a new drink.
You may have heard of it. It’s called milk. It comes from cows.
Coke’s new milk isn’t just plain old white stuff, though. Called FairLife, the new drink is marketed as “premium” milk with 50 percent more protein, 30 percent more calcium, half the sugar of typical milk — and a higher price tag.
“We’ll charge twice as much for it as the milk we’re used to buying in a jug,” the president of Coca-Cola North America told analysts at a Morgan Stanley conference last week. “It’s basically the premiumisation of milk,” Coke’s Sandy Douglas said, according to a transcript from the event.
Douglas compared the milk to Coke’s high-end juice brand, Simply. If the new milk does as well as Simply, in a few years it will “rain money,” he said.
So far, Fairlife is only sold in test markets. But it’s already attracting attention both for the fact that’s it’s “Coke Milk” and also for its ads, which other publications label as racy.
American milk consumption is declining, along with soft drink sales, as Americans increasingly swap sugary cereals and milk for healthier breakfasts.
Even further, Coca-Cola will be boosting and juicing this new milk, adding more protein, more calcium, and reducing the sugar content to make it, supposedly, healthier. Coca-Cola also insists that Fairlife tastes better than regular milk.
Would you buy this?
sources: seekingalpha, fairlife, wsj, news, huffpost, modernfarmer