US: Coca-Cola Co to distribute Core Power protein drink
The Coca Cola Co will distribute Core Power across the US
The Coca-Cola Co is moving into the dairy products market, after signing a deal to distribute Core Power high-protein energy drinks in the US.
The drinks giant confirmed earlier today (21 June) that it has inked a deal with producers Fair Oaks Farms Brands, owned by milk co-operative Select Milk Producers, to distribute the range. Around 10,000 grocery, convenience and speciality stores in the country are expected to stock the Core Power range as a result of the deal.
"This new brand is part of an exciting category for consumers and retailers that is still in the early stage of its growth potential," said Deryck van Rensburg, president of Coca-Cola North America venturing and emerging brands (VEB).
Core Power will be 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.
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