In this Friday, Jan. 23, 2015 photo, Fairlife milk products are on display in an Indianapolis grocery store.
In this Friday, Jan. 23, 2015 photo, Fairlife milk products are on display in an Indianapolis grocery store.  Michael Conroy—AP

Coca-Cola Is About to Start Selling a New Protein-Packed Milk

Feb 04, 2015

Coca-Cola announced plans Tuesday to distribute a premium protein-packed milk under Minute Maid's Fairlife brand across the U.S. next month.

The lactose-free milk will contain half the sugar of regular milk, 50% additional protein and 30% greater calcium, reports USA Today. Customers will be able to choose among whole milk, fat-free, chocolate and reduced-fat options with prices ranging from $3.98 to $4.20.

"I hope it's Coke's next billion-dollar brand," said Fairlife CEO Steve Jones.

Coca-Cola’s decision to increase the milk’s protein content corresponds with an increased demand for protein among consumers. Data shows 71% of shoppers seek more protein in their diet, according to findings from market-research firm NPD Group.

Coca-Cola is hoping its premium milk will help boost sales, as fresh or pasteurized milk retail volume sales declined by 3% last year. Sales of carbonated beverages are also falling.

[USA Today]

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