Coca-Cola is ready to launch Fairlife Ultra-Filtered Milk

Coca-Cola is ready to launch Fairlife Ultra-Filtered Milk

The Coca-Cola Co has said the dairy category can “rain money” as the company revealed its upcoming Fairlife Ultra-Filtered Milk will sell for twice the price of regular milk.

Coca-Cola, which plans to launch Fairlife nation-wide in the US late next month, said a proprietary filtering process will premiumise the milk by removing all lactose from the product and cutting sugar by 30%. Coca-Cola's North American chief, Sandy Douglas, said the goal is to “create the Simply of milk”, referring to the Coca-Cola subsidiary the Simply Orange Juice Co.

Fairlife will be “a milk that’s premiumised and tastes better and we’ll charge twice as much for it as the milk we're used to buying in a jug”, Douglas said.

Douglas, who was speaking at the Morgan Stanley Global Consumer Conference in New York this week, said Coca-Cola intends to invest in dairy for the long-term. He said the category can “rain money” for the company if handled correctly, although not in the short-term. “Like Simply, when you do it well it rains money later,” Douglas said.

Coca-Cola produces its dairy products in partnership with dairy firm Select Milk Producers. The two companies teamed up in 2012 to form Fair Oaks Farms Brands, which controls the Core Power protein milk shake brand.