Ready for the latest round of healthwashing?
“Coca-Cola is launching its own brand of milk, which it claims could become so popular that it will “rain money” for the company. Fairlife, which will launch in the US next month, will cost twice as much as regular milk and will have 50% more protein and 30% less sugar. Sandy Douglas, Coke’s global chief customer officer, said Fairlife was “a milk that’s premiumised and tastes better and we’ll charge twice as much for it as the milk we’re used to buying”.
He told a conference: “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. But like Simply [Coke’s premium fruit juice line], when you do it well, it rains money later.”
Considering that the sugar in milk is naturally-occurring, this “30% less sugar” angle is a red herring (and what a way to spin the removal of lactose!). Also note the reliance on extra protein to somehow justify a higher price tag.
Something tells us this may be a darling at the Coca-Cola booth at next year’s Academy of Nutrition and Dietetics conference.
Does the average American really need expensive high-protein milk?