Tuesday 27 September 2016

Coca Cola aims for a 'billion dollar' milk brand

Published 23/03/2016 | 02:30

The racy marketing to entice consumers to buy Fairlife, prior to its launch in the US.
The racy marketing to entice consumers to buy Fairlife, prior to its launch in the US.

Coca-Cola believes that it can turn it's Fairlife premium milk into a billion dollar brand.

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The filtered, high-protein, low-sugar, lactose-free designer milk is produced by a dairy co-operative.

The milk is split five ways into water, vitamins and minerals, lactose, protein and fat fractions, and then recombined in different recipes, changing the final product's nutritional makeup.

In 2012, the Fairlife farmer co-op teamed up with the multi-national soft drink giant to establish a national offering costing €2.30/l, which is more than organic milk and double conventional prices. Last year it had €80m in sales. While speciality milk sales are increasing at an annual rate of 24pc, regular milk consumption is in decline, to the tune of 14pc.

Slowing cereal consumption, along with increasing competition from soy and almond milks, has more than halved the average American's milk intake from its peak in 1945.

Other US companies are jumping on the milk bandwagon. Dean Foods, the largest US dairy processor, is focusing on hormone- free, antibiotic-free, and lactose-free offerings.

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