TIME Brands

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

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

It's lactose-free and packed with 50% more protein than regular milk

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]

Tap to read full story

Your browser is out of date. Please update your browser at http://update.microsoft.com


YOU BROKE TIME.COM!

Dear TIME Readers,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team