Coca-Cola to launch new Milk brand....

[kleenex]

Coca-Cola's new venture: Expensive milk

A Coke exec told a conference last week that the company's Fairlife will be "a milk that's premiumized and tastes better and we'll charge twice as much for it as the milk we're used to buying," the Guardian reports. Chief Customer Officer Sandy Douglas said the milk, which is being produced in venture involving 92 family-owned farms and will launch next month, will contain 50% more protein and 30% less sugar than regular milk.

A filtering process will also make it lactose-free.

 

[GotGarlic]

"Premiumized"? Ha. New marketing term to watch out for