US: Coca-Cola Co invests in new Core Power brand owner
Coca-Cola distributes Core Power protein milk shake
The Coca-Cola Co is deepening its partnership with dairy firm Select Milk Producers to drive expansion of Core Power protein milk shake in the US.
The companies yesterday (4 December) announced they will share equity stakes in Fair Oaks Farms Brands LLC, a newly-created company that will represent a portfolio of dairy beverages, including Core Power. The value of the investments has not been disclosed.
Select Milk Producers previously wholly-owned Fair Oaks Farms Brands Inc, which produced and distributed Core Power until Coca-Cola took over distribution in July. The new company “is the subsequent chapter of that relationship with Coca-Cola”, a spokesperson for Select told just-drinks. Select is an independent group of 87 US family farmers.
Coca-Cola said the new investment, led by its Venturing & Emerging Brands group, will expand the company's portfolio in new directions. “At The Coca-Cola Company we strive to provide people with a wide range of beverage choices that meet every occasion and lifestyle need,” said Steve Cahillane, president & CEO of Coca-Cola Refreshments, which distributes Core Power.
Core Power is available in 26g and 20g protein versions and comes in 11.5oz recyclable plastic bottles. It consists of 20% whey and 80% casein, the same ratio naturally found in milk, according to Core Power. The drink was originally marketed as Athletes HoneyMilk in Colorado and Texas, when it was launched in 2009.
In August, PepsiCo said it was temporarily pulling its Gatorade G Series Fit line, which included a protein drink, after it failed to meet expectations.
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