Coca-Cola to launch its own brand of milk
Coca-Cola is set to launch its own brand of premium milk - which will cost twice as much as regular milk.
The company promise that the milk - called Fairlife - will be more nutritious than regular milk with 50% more protein and calcium and less sugar than regular milk.
At a recent Morgan Stanley conference, 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”.
Douglas also said it will be a joint venture with US dairy farmers and will use “a proprietary milk filtering process that allows you to increase protein by 50%, take sugar down by 30%, and have no lactose.”
Fairlife will go on sale in the US this December - there are no plans as yet to launch it in other markets.
And this is the ad campaign so far.
Because nothing makes you want to drink an over-priced milk drink more than some sexy ladies wearing dresses made of milk.
