Coca-Cola is planning to launch new Fairlife milk across the US, with a strategy to expand profits.
Expected to cost almost double the standard milk currently sold, Fairlife milk will be available for sale from December.
Coca-Cola claims that the lactose-free milk will contain 50% more protein and 50% less sugar than regular milk.
Commenting on the new product, Coca-Cola Global chief customer officer and senior vice-president Sandy Douglas was quoted by The Telegraph as saying: "Our vision for the nutrition beverage business and the milk product ... has a proprietary milk filtering process that allows you to increase protein by 50pc, take sugar down by 30pc, and have no lactose, and a milk that's premiumised and taste better and we'll charge twice as much for it as the milk we used to buying in a jug."
Conventional milk is currently witnessing slump in sales in the US, while revenues of flavored and higher-protein milk are increasing.
Image: Conventional milk is currently witnessing slump in sales in the US. Photo: courtesy of artur84 / FreeDigitalPhotos.net.
