Coca-Cola anticipates that it will “rain like money” when its own brand of milk goes on sale in the US next month, such is the company’s faith in the future popularity of its new product.
Fairlife will cost double what regular milk sells for in shops, the company said.
But it will contain higher protein, lower sugar and no lactose. A milk filtering process enables an increase of protein by 50%, the reduction of sugar by 30% and have no lactose, according to a senior vice-president of the firm.
The result will be “a milk that’s premiumised and taste better and we’ll charge twice as much for it as the milk we used to buy in a jug,” said Sandy Douglas.
Mr Douglas said he expects Coca-Cola's milk to build popularity slowly but maintained that the Fairlife business had "tremendous growth potential".
"We’re going to be investing in the milk business for a while to build the brand so it won’t rain money in the early couple of years. But ... when you do it well, it rains money later," he added.
Milk sales in the US have been falling in recent times while prices have been going up since 2008 due, in part, to China which has started importing milk powder and infant formula after the country’s own milk was found to have been laced with melamine.
