Coca-Cola is planning to release its own brand of milk nationwide in late December, which will become so popular that it will "rain money," it has been revealed.
The milk, called Fairlife, will have 50 percent more protein, 50 percent less sugar than regular milk and 30 percent more calcium, the CBS News reported.
Sandy Douglas, a senior vice president at Coca-Cola's North American operation, said that it's basically the "premiumization" of milk and their ambition there is to create the Simply of milk, referring to the company's Simply juice line.
Mike Saint John, president of Coca-Cola North America's Minute Maid business unit, said that protein is the fastest-growing segment of the beverage category.
The company will emphasize on making Fairlife different from traditional milk, as the producers say the milk, which doesn't have any lactose or added proteins, is cold-filtered to concentrate the protein and calcium while removing the fat and sugar.
Douglas added that they are going to be investing in the milk business for a while to build the brand so it won't rain money in the early couple of years, but like Simply, when it is done well, it rains money later.
