Coca-Cola is getting into the dairy business rolling out a new brand of premium milk nationwide in the U.S. called Fairlife. Coca Cola is going to sell it for twice the price of regular milk in American stores. The Daily Telegraph reports the new brand will be launched in December 2014.
The manufacturer sees the huge growth potential and expects Fairlife to bring massive revenues later on. "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," Coca-Cola's North American chief Sandy Douglas said. The Daily Telegraph notes that Coca Cola enters the dairy market in hard times when overall sales of traditional milk have been on a downward trend in the U.S. whereas sales of flavored milk with high protein have been yielding more profits.
