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TxHeat
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Interesting. The success will be based on cost I would think.
Coke is coming out with premium milk that has more protein and less sugar than regular. And it's betting people will pay twice as much for it.
The national rollout of Fairlife over the next several weeks marks Coca-Cola's entry into the milk case in the U.S. and is one way the world's biggest beverage maker is diversifying its offerings as Americans continue turning away from soft drinks. It also comes as people increasingly seek out some type of functional boost from their foods and drinks, whether it's more fiber, antioxidants or protein. That has left the door open for Coke step into the milk category, where the differences between options remain relatively minimal and consumption has been declining for decades.
"It's basically the premiumization of milk," Sandy Douglas, president of Coca-Cola North America, said at an analyst conference in November. If developed properly, Douglas said it is the type of product that "rains money."
Coke is coming out with premium milk that has more protein and less sugar than regular. And it's betting people will pay twice as much for it.
The national rollout of Fairlife over the next several weeks marks Coca-Cola's entry into the milk case in the U.S. and is one way the world's biggest beverage maker is diversifying its offerings as Americans continue turning away from soft drinks. It also comes as people increasingly seek out some type of functional boost from their foods and drinks, whether it's more fiber, antioxidants or protein. That has left the door open for Coke step into the milk category, where the differences between options remain relatively minimal and consumption has been declining for decades.
"It's basically the premiumization of milk," Sandy Douglas, president of Coca-Cola North America, said at an analyst conference in November. If developed properly, Douglas said it is the type of product that "rains money."
