Fairlife will be premium milk drink that has been put through a filtration process to:

  • Increase its protein by 50%
  • Decrease its sugar by 30%
  • Remove lactose
  • The product will be the double the cost of normal milk.

    Sandy Douglas, Coca Cola’s Global Chief Customer Officer recently told a conference that Fairlife is a “milk that’s premiumised and taste better and we’ll charge twice as much for it as the milk we used to buying in a jug”.

    He said reactions in “the test markets have been amazing, and we’ve created a joint venture with a bunch of dairy farmers who are innovative leaders in the dairy industry”.