Don’t want a cold soda? Try a glass of Coke milk

▶ ▶ Coke Coke­bets­bets on on­high- high-pro­tein, pro­tein, low-sugar low-sug­armilk­milk to beat the real stuff stuffffff ▶ ▶ “We lookat­look at milk, hon­estly, as one of na­ture’s su­per­foods”

Bloomberg Businessweek (North America) - - News -

In its quest to slake the world’s thirst, Coca-co­laCoca is in­tent on mak­ing milk a bil­lion bil­lion-dol­lar brand. But not just any kind ofo milk. Coke has joined forces with a dairy co­op­er­a­tive to cre­ate Fair­life,Fairl which pro­duces a fil­tered, high- high-pro­tein,p low-sugar, lac­tose-free de­sig de­signer milk also called Fair­life. It costs about $4 for a 52-ounce bot­tle— more than or­ganic milk and about doub dou­ble what the con­ven­tional stuff sells for.f In its first year on shelves, Fairli Fair­life reached about $90 mil­lion in sales, giv­ing a siz­able boost to the spe­cialty milk cat­e­gory, which in­cludes milk withw more cal­cium or no lac­tose.

Cok Coke is part-owner of Fair­life throu through its Ven­tur­ing and Emerg­ing Brand Brands group, which has backed Zico co­con co­conut wa­ter, Hon­est Tea, and Fuze juice drink. Fair­life Chief Ex­ec­u­tive Of­fice Of­fi­cer Steve Jones worked at Coke as chiefc mar­ket­ing of­fi­cer from 200 2000 to 2003. While there, he play played a role in mov­ing the bev­er­age com­pa­nyc be­yond its Minute Maid froze frozen or­ange juice busi­ness to high­er­marg mar­gin prod­ucts, such as Sim­ply juice, a billi bil­lion-dol­lar brand that’s chal­lenged mark mar­ket leader Trop­i­cana—owned by riva ri­val Pep­sico— with its clear bot­tles. “It proved to me you can take a co com­mod­ity and trans­form it into a dy­namic high- growth cat­e­gory,” Jo Jones says of Sim­ply. “We can do tht the same to milk.”

M Milk is only one of the lat­est at­tem at­tempts by Coke to off­set de­clin­ing so soda con­sump­tion with health­ier prod prod­ucts. “We look at milk, hon­estly, as one of na­ture’s su­per­foods,” says Me­lanie Kahn, vice pres­i­dent for mark mar­ket­ing at Fair­life.

Jon Jones isn’t the only brand­ing ex­ec­u­tive withw Coke on his ré­sumé ped­dling milk. Dean Foods, the largest dairy proc pro­ces­sor in the U.S., has put Greg Schw Sch­warz, a for­mer brand man­ager for Coke Coke’s HI-C fruit drink busi­ness, in charg charge of its mar­ket­ing.

De Dean has co-branded its re­gional milks un­der one um­brella called Dairy Dairypure. The drinks are hor­mone­and a an­tibi­otic-free. The com­pany is re­lea re­leas­ing a lac­tose-free va­ri­ety this year. Dean has 60 milk-pro­cess­ing plant plants around the coun­try. “We

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