9/9/2023 0 Comments Fairlife shelf stable milk![]() ![]() "I think getting into beverages which supply protein makes sense for the big beverage companies," says John Sicher, editor and publisher of the trade magazine Beverage Digest.īut one nutritionist is unimpressed. One beverage industry expert says it's a smart move. Jones says Fairlife focused on the chilled product, but would consider a shelf-stable milk "in the future." Because of the way it's pasteurized, the Fairlife milk lasts 90 days in the cooler vs. The milk is chilled to 34 degrees after it comes from the cow, then put though a cold filtration system that removes lactose and much of the sugar and protein is added. Due to competition from other beverages, retail volume sales of fresh/pasteurized milk fell 3% in 2014 after dropping by 2% in 2013, reports Euromonitor International.īut Jones says Fairlife's real competition is from premium, value-added, growth areas of milk, such as organic, soy and lactose-free offerings. Over time, Coke and Fairlife executives hope the brand will grow as big - Jones told USA TODAY, "I hope it's Coke's next billion dollar brand." Just as consumers are willing to pay big for premium coffees, they will pay big for premium milk, says Jones. Coke and Fairlife will jointly bring the product to market, though Fairlife will oversee the advertising. "Coke is not making any milk here," concurs Mike McCloskey, co-founder of Fairlife and CEO of the dairy farm co-op Select Milk Producers. "People keep referring to this as 'Coke Milk' and it's not," he says.Ĭoke's sole job, he says, "is to distribute the milk and make sure it gets on the shelf." In a phone interview, Steve Jones, CEO of Fairlife, strongly insisted that while Coca-Cola is distributing the milk, it is playing no role in the milk's actual production and has nothing to do with what takes place on the dairy farms. Some 71% of consumers say they want more of it in their diet says the research firm NPD Group. It also comes at a time many consumers are infatuated with all things protein. ![]() The move comes as carbonated drink sales continue to decline in the U.S. ![]() The line will offer whole milk, reduced fat, fat-free and chocolate versions. It's also lactose free and sold cold, in the dairy case. It will be available nationally next month when a national ad campaign breaks.Ĭoke says the milk - priced about $3.98 to $4.20 for a half gallon - is specially cold-filtered so that it has 50% more protein, 50% less sugar and 30% more calcium than conventional milk. The beverage giant announced on Tuesday that its Minute Made division is beginning to sell a premium-priced, protein-boosted milk under the Fairlife label. Watch Video: Coke bets on 'premium milk' to boost categoryĬoca-Cola, the kingpin of carbonation, is about to get a milk mustache. ![]()
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