coke is the daily fod of the americans and some other countries:
Coca-Cola will be hopeful that Fairlife has a longer shelf life than it's failed bottled water, Dasani (Getty)
Speaking at Morgan Stanley’s Global Consumer Conference last week, Coca-Cola’s North American chief, Sandy Douglas, said: “It’s basically the premiumisation of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug.”
Mr Douglas claimed that the milk “tastes better” than regular milk and is made on sustainable dairy farms with “high-care processes” and a “proprietary milk-filtering process”.
Much of America’s milk is made in controversial mega-dairies where up to 30,000 cows are kept indoors all year round. But Mr Douglas said its milk will come from 92 family-owned farms, and Fairlife boasts that it will be “pursuing the highest standards of milk quality, agricultural sustainability and animal comfort”.
A Fairlife spokesman said: “In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op, is excited to soon be introducing an innovative ultra-filtered milk that… offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category.”
The move is a major long-term investment for Coca-Cola, which has traditionally focused on carbonated drinks and owns nearly 1,000 drinks brands worldwide.
More recently it has branched out into still orange juice in America and low-sugar drinks elsewhere in the world.
Not all Coca-Cola brand adventures have been profitable though. In 2004 the firm was forced to take its Dasani bottled water off British shelf after just four weeks.
The firm was unable to convince British consumers to buy the drink, which was reported to be Sidcup tap water that had been filtered and pumped full of minerals. It was found to contain illegal levels of the chemical bromate.
The idea was to knock Mountain Dew off the top spot in the lucrative extreme sports drinks market, but Surge was discontinued in 2002 after six years on sale.
Sprite Remix
This clear drink emerged in 2003 and quickly developed a strong fan base. Drinkers soon got bored with its sickly taste though.
OK Soda
Coca-Cola killed off OK Soda within seven months, in 1993. Marketing focused on the caffeinated drink’s transparent appearance, ignoring its overly sweet taste.
Tab Clear
The soda did well enough to go global, but customers got bored and Coca-Cola pulled the drink by 1994
Coca-Cola will be hopeful that Fairlife has a longer shelf life than it's failed bottled water, Dasani (Getty)
Speaking at Morgan Stanley’s Global Consumer Conference last week, Coca-Cola’s North American chief, Sandy Douglas, said: “It’s basically the premiumisation of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug.”
Mr Douglas claimed that the milk “tastes better” than regular milk and is made on sustainable dairy farms with “high-care processes” and a “proprietary milk-filtering process”.
Much of America’s milk is made in controversial mega-dairies where up to 30,000 cows are kept indoors all year round. But Mr Douglas said its milk will come from 92 family-owned farms, and Fairlife boasts that it will be “pursuing the highest standards of milk quality, agricultural sustainability and animal comfort”.
A Fairlife spokesman said: “In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op, is excited to soon be introducing an innovative ultra-filtered milk that… offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category.”
The move is a major long-term investment for Coca-Cola, which has traditionally focused on carbonated drinks and owns nearly 1,000 drinks brands worldwide.
More recently it has branched out into still orange juice in America and low-sugar drinks elsewhere in the world.
Soda stream: Failed drinks
Mr Douglas added: “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 like Simply [orange juice], when you do it
well it rains money later.”Not all Coca-Cola brand adventures have been profitable though. In 2004 the firm was forced to take its Dasani bottled water off British shelf after just four weeks.
The firm was unable to convince British consumers to buy the drink, which was reported to be Sidcup tap water that had been filtered and pumped full of minerals. It was found to contain illegal levels of the chemical bromate.
Soda stream: Failed drinks
SurgeThe idea was to knock Mountain Dew off the top spot in the lucrative extreme sports drinks market, but Surge was discontinued in 2002 after six years on sale.
Sprite Remix
This clear drink emerged in 2003 and quickly developed a strong fan base. Drinkers soon got bored with its sickly taste though.
OK Soda
Coca-Cola killed off OK Soda within seven months, in 1993. Marketing focused on the caffeinated drink’s transparent appearance, ignoring its overly sweet taste.
Tab Clear
The soda did well enough to go global, but customers got bored and Coca-Cola pulled the drink by 1994
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