Coca Cola is bringing a new milk product to the market that it’s claiming is more nutritious than regular milk but will cost twice as much.
Fairlife is slated to be released in the U.S. in December and contains twice the protein and calcium of regular milk, with half as much sugar, reports Businessweek. The product will be available in three varieties: 2%, skim and chocolate.
“It’s basically the premiumisation of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug,” Sandy Douglas, Senior Vice President and Global Chief Customer Officer of Coca-Cola North America, said at Morgan Stanley’s Global Consumer Conference last week.
Most of the milk used in the new drink will come from family-owned farms and Coca-Cola says that it is dedicated to “pursuing the highest standards of milk quality, agricultural sustainability and animal comfort.” There are no protein powders, synthetic supplements or growth hormones added.
Fairlife is created using a “cold filtration” process that allows the “good stuff” to remain concentrated while filtering out fats and sugars. The resulting product is also lactose free. Douglas also claims it just "tastes better."
Fairlife advertising campaigns feature scantily models dressed in strategic splashes of milk.
The milk will be sold in 32-ounce for $2.99 and 52-ounce bottles for $3.99 as suggested retail prices.