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.