Coca-Cola Rolls Out Fairlife ‘Premium’ Milk
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Tom Pennington/Getty Images(ATLANTA) — Coca-Cola’s rollout of its “premium” milk that’s double the price of the regular white stuff is part of the soft drink company’s product line of which many aren’t familiar.
The Atlanta-based company partnered with the fifth largest U.S. dairy cooperative, Select Milk Producers, to produce Fairlife LLC in 2012. Fairlife says its lactose-free milk has twice as much protein and 30 percent more calcium than regular milk.
The company says its milk is “ultra-filtered” and doesn’t add protein or calcium to the milk, which comes in the typical milk types, including skim and chocolate.
“Fairlife is a transformational innovation that retains the purity of real milk yet significantly improves its health benefits and taste,” Mike McCloskey, a former veterinarian, active dairy farmer and the co-op CEO said in a statement.
The milk will be available nationwide in stores like Walmart and Target in the next several weeks.
In its announcement Tuesday, Fairlife describes its milk with words like “premium” and “high-quality,” saying its sustainable agriculture is found on farms across the country but its flagship farm is in Fair Oaks, Indiana.
It’s one of dozens of drinks owned or licensed by Coca-Cola, including Odwalla, Honest Tea, Simply Orange, Minute Maid, Smartwater, Vitaminwater and Powerade.
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