Coca-Cola sales have dropped due the backlash against sugary drinks. The soda company has decided to introduce a new beverage with less sugar, but this one comes from a cow.
Coca-Cola will launch its own milk brand called Fairlife next month, according to The Guardian. The milk will cost twice as much as regular milk, but contain 50 percent more protein and calcium and 30 percent less sugar.
Fairlife is "a milk that's premiumized and tastes better and we'll charge twice as much for it as the milk we're used to buying," Sandy Douglas, Coke's global chief customer officer, said at a conference.
The Atlanta-based company will team with 92 family-owned farms, according to USA Today. They will use a special filtering process that makes the milk lactose-free.
"In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife... is excited to soon be introducing an innovative ultra-filtered milk that... offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category," a Fairlife spokesman told The Independent.
Coke will take a similar approach to the launch of Fairlife as they did for their juice line Simply.
"We're going to be investing in the milk business for a while to build the brand so it won't rain money in the early couple of years," Douglas said. "But like Simply, when you do it well, it rains money later."
The new milk has been dubbed on "Milka-Cola" on Twitter. Fairlife has no immediate plans to market the product outside the U.S., according to The Guardian.
Half of adult Americans do not consume milk and milk sales have dropped 8 percent over the past 10 years, according to Dairy Today.
