Coca-Cola has announced that it is entering the dairy market with its own brand of “premium” milk that has less sugar and more protein than what is currently on the shelves at supermarkets.
Officially named Fairlife, but dubbed “Milka-cola” on Twitter, the dairy product is made by separating cows’ milk into water, butterfat, protein, vitamins and minerals, and lactose (sugar), and then recombining them in different proportions – 30% less sugar and 50% ore protein.
The soft-drink brand hopes that this joint venture with dairy farmers will produce the same results as its premium fruit juice product Simply, that has found favour amongst US consumers.
There are currently no plans to sell Fairlife outside of the US, but if it proves a success then either Coca-Cola will launch it in Europe or a competitor will likely create a similar premium dairy product in the coming years.
