Coca-Cola to “premiumize” milk

3 Feb 2015

Coca-Cola is about to roll out a milk product in the US. Called Fairlife, the milk has added fibre, ¬†antioxidants and protein and will sell for roughly twice the price of normal milk. The beverage giant believes the drink will appeal to consumers who are increasingly looking for food and beverage products with a nutritional boost. “It’s basically the premiumization of milk,” said Sandy Douglas, President of Coca-Cola North America at an analyst conference last year. If developed properly, Douglas said it is the type of product that “rains money.”

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