2024 Author: Jasmine Walkman | [email protected]. Last modified: 2023-12-16 08:29
Lactose-free milk and 50 percent more calcium than regular milk will be launched by Coca-Cola. The product will be called Fairlife and will be 2 times more expensive than the milk we buy now.
Coca-Cola plans to launch the dairy product on the American markets in December, said the head of the company in North America Sandy Douglas, quoted by EkonomikBg.
The Fairlife dairy product will be a real revolution on the market, as its content excludes lactose. It will also offer 50% more calcium than regular milk, as well as 30% less sugar.
Innovations in the product will also affect its values, as Coca-Cola's milk will be sold twice as expensive as regular milk on store shelves.
Fairlife will be obtained from a cow farm where the animals are raised with great care and their milk has a patent for filtration. From this December, Americans will be able to try it.
Sandy Douglas added that Coca-Cola co-founded the plant with a bunch of dairy farmers who are leaders in innovation in the dairy industry.
According to him, the company's milk for carbonated drinks is only the first step towards Coca-Cola's long-term investment in the dairy business.
Douglas does not expect the first months to be flooded with money from Fairlife sales, but good results from the brand can be expected in the coming years.
Coca-Cola's investment in the dairy business is being made at a time that is seen as difficult for the world's dairy industry, as statistics show that consumption has declined over the past four decades worldwide.
By 2020, however, demand for dairy products is expected to rise, with China and India determining the markets in this regard.
By the end of the decade, these countries are expected to consume more than a third of liquid dairy products worldwide.
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