Coca-Cola looking to sell high end milk.

Status
Not open for further replies.
entremet

entremet

Member
http://www.businessweek.com/article...repares-to-build-a-milk-brand-called-fairlife

Video from Fox Business: https://www.youtube.com/watch?v=bM4D0lfKOLw&feature=youtu.be

Coca-Cola (KO) has already claimed its place in the soda, water, energy drink, and juice markets. Now the company is going after milk. The beverage giant is preparing a nationwide launch of a high-end milk, called Fairlife, in 2015.

Unlike soda, the U.S. milk industry remains highly fragmented with few recognizable brand names. In fact, store-brand milk accounts for almost one-third of milk sales, according to market research firm Euromonitor International. With Fairlife, Coca-Cola is looking to use its marketing prowess to change that—creating the “Coke” of milks.

Fairlife is the product of a joint venture formed by Coca-Cola and dairy co-op Select Milk Producers in 2012. Coke saw the partnership as an opportunity to develop “higher quality value-added health and wellness beverages,” particularly what it calls value-added dairy. By that, the company means Fairlife isn’t your average milk: It’s got more protein and calcium than standard milk, half the sugar, and is lactose-free. It’s also expensive, with initial prices (in test markets) running 65¢ more per quart than conventional milk.
Click to expand...

So in summary, it has more protein, less milk sugars, lactose free, and also comes from non hormone cows. However, it's also more expensive.

The target market are the health conscious, females age 25 to 39 and mothers.

http://fairlife.com

fair-life-purely-nutritious-milk-family-shot.png


I don't think this will do well personally, especially at such a premium price.
 
Maybe its just me but I've never been one to focus on how 'high-quality' my milk is.

But I guess those who have money to burn will find a way to justifiy the purchase.
 
I'm generally indifferent between brands of milk so the concept of a high end one doesn't really appeal to me. However, saying high protein and low sugar is likely to pull in a lot of people, so who knows.

As long as they don't UHT it or something to make it shelf stable.
 
High end milk? Byrne Dairy already has that market covered (in Upstate NY, anyways). Anything less is would be uncivilized.
 
entrement said:
Well GMO is a plant thing. But this is organic and no hormones are given to the cows.
Click to expand...

I guess my point is that the cows get feed GMO food (most likely) thus making it still GMO milk. No hormones to the cows is great, but dietary is just as big a factor.
 
Man remember when they tried selling bottled water? I mean who's going to pay for water. I can get it practically for free from my kitchen sink.
 
DJ_Lae said:
I'm generally indifferent between brands of milk so the concept of a high end one doesn't really appeal to me. However, saying high protein and low sugar is likely to pull in a lot of people, so who knows.

As long as they don't UHT it or something to make it shelf stable.
Click to expand...

Of course they will need to UHT it. Fresh milk is delivered daily or every other day, Coca Cola doesn't have the kind of network for a nationwide perishable product and especially not with their high end business model which will be restricted to a few farms and not a national network like the milk business currently has.
 
rjinaz said:
Cheese and ice cream would like to have a word with you.

Unless you are lactose intolerant, and if you are good news, this is lactose free!

Seriously though, like or don't like what you want :)
Click to expand...

All humans above adolescence are lactose intolerant to some extent.
 
Eh, I think they'd actually be better off if they tried to sell slightly-better than average milk at average milk prices. I love milk, but to get shit that isn't poor quality, you need to pay like 7 and a half dollars for a gallon.

By which I mean, make damn sure it's the same price as store brands and keep the lactose in. Just get the hormones out and maybe give the cows organic feed.
 
Faddy said:
Of course they will need to UHT it. Fresh milk is delivered daily or every other day, Coca Cola doesn't have the kind of network for a nationwide perishable product and especially not with their high end business model which will be restricted to a few farms and not a national network like the milk business currently has.
Click to expand...

They'll likely lose a lot of potentially interested people if they go that route - I know that UHT treatment isn't unhealthy for you or anything but it has a distinctly different taste than fresh milk, and not in a good way.

But you're right, they don't have the distribution to do it any other way.
 
Lactose-free, skim, they're taking out some of the sugar... high-quality?
uwotm8?
 
They're trying in Mexico with Santa Clara, but it's hard to beat the #1 company "Lala", anyway apparently they's a constroversy about their ads for Fairlife, wich are considered sexist.
Coca-Cola-lanza-un-tipo-de-leche-de-alta-calidad-que-costar%C3%A1-el-doble1.jpg
 
alfredofroylan said:
They're trying in Mexico with Santa Clara, but it's hard to beat the #1 company "Lala", anyway apparently they's a constroversy about their ads for Fairlife, wich are considered sexist.
Coca-Cola-lanza-un-tipo-de-leche-de-alta-calidad-que-costar%C3%A1-el-doble1.jpg
Click to expand...

What's interesting is that things marketed to women tend be more like this ironically. This milk is targeting younger women as one of their target markets.
 
Status
Not open for further replies.

Similar threads

America has peaked - Coca-Cola x Oreo collaboration
2
85
5K
Heimdall_Xtreme replied
Is music evolution reaching an end?
Opinion 
33
700
Hawk The Slayer replied
DOJ forcing Google to sell CHROME
2
65
4K
Jinzo Prime replied
US National Toxicology Program Report: High levels of fluoride exposure linked to lower IQ in children
2 3
148
10K
EverydayBeast replied
Where the hell is peanut butter milk?
38
3K
nush replied
Top Bottom