The beverage industry is monopolized by two giants, Coca-Cola and Pepsi. Guess which one is trying to break into the dairy industry? Of course it’s Coca-Cola and of course, it’s doing so with quite a lot of raised eyebrows.
The product line is called Fairlife, and includes three kinds of milk: 2 percent, skim milk and 2 percent chocolate milk.
The special thing about this milk is, thanks to the technology of cold filtration, it comes lactose free. The added bonus is the 50 percent more protein and calcium. If that's not appealing enough, it also has half the amount of sugar found in regular milk.
Sounds too good to be true?
Of course it is. The catch is the price. Fairlife costs twice the amount you’d pay for regular milk.
Sandy Douglas, president of Coca-Cola North America, said that “It's basically the premiumisation of milk.” Roughly translated for those who speak English rather than business, he means that it’s a product that symbolizes a bridge between luxury and necessity.
Furthermore, he added that Fairlife is produced with “fully sustainable high-care processes with animals” and “has a proprietary milk filtering process. The test markets have been amazing, and we’ve created a joint venture with a bunch of dairy farmers who are innovative leaders in the dairy industry.”
For now, the product is limited to the only three cities in the U.S. (Chicago, Denver and Minnesota) but will be available nationwide by the end of 2014. But knowing Coca-Cola, it will likely appear on the shelves of supermarkets around the world very soon.
It’s quite baffling that only a century ago, coffee was decaffeinated and now, there’s lactose-free milk.
The things that technology and progress can bring about are mind boggling, aren’t they?