ATLANTA A cola giant is trying its hand at the milk industry, offering a pumped-up milk product for double the price of competing bottles of milk and saying the new product will be so popular, it will “rain money.”
Coca-Cola is launching Fairlife next month in the United States. Using a milk filtering process, Coca-Cola says it will increase protein content by 50 per cent and decrease sugar by 30 per cent over other store bought milk. The new product will also be lactose-free.
There are no plans to sell the milk outside the United States. The new milk is a joint venture between Coca-Cola and U.S. dairy farmers.