Coke says their cow juice will be “premiumized and tastes better, and we'll charge twice as much for it as the milk we're used to buying."
Why pay more for the “new” milk?
Chief Customer Officer Sandy Douglas says Fairlife, "doesn't contain lactose, and it has 50% more protein and calcium than regular milk, as well as 30% less sugar."
Business Insider reports the move comes as sagging soft drink sales force manufacturers to look at other ways to fill in the revenue.
You won't be able to miss the debut. Ads promoting the beverage feature sexy women covered in milk.
The Guardian says Coke has partnered with "92 family-owned dairies and will launch next month."
"We're going to be investing in the milk business for a while to build the brand so it won't rain money in the early couple of years," Douglas said at the conference introducing the product. He paused before adding, "when you do it well, it rains money later."
A Fairlife worker calls the drink "a dairy option that is sourced from sustainable family farms," but others just refer to it as "Milka-Cola."
You can buy Fairliffe now if you live in Minnnesota. The rest of the county will get their shot in December.
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