Plan B Forum

When Coke tried to muscle in on the mineral water market, it was hounded out for selling bottled tap water.

Now the company has got its commercial eyes on milk. But rather than just repackaging another part of our everyday diet, the firm boasts its drink will come souped up in a high-protein, high-calcium, low-sugar form – and sold at twice the price of a normal pint.

Fairlife will go on sale in the US next month and according to Coca-Cola, a major investor in the product, it will be more “nutritious” with 50 per cent more natural protein and calcium and less sugar than ordinary milk.



Heralded by breathless promotional materials that claim the new drink will take “milk where it’s never been before”, the drink is seen as the “premiumisation of milk” by the company.


Speaking at Morgan Stanley’s Global Consumer Conference last week, Coca-Cola’s North American chief, Sandy Douglas, said: “It’s basically the premiumisation of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug.”

Mr Douglas claimed that the milk “tastes better” than regular milk and is made on sustainable dairy farms with “high-care processes” and a “proprietary milk-filtering process”.

Much of America’s milk is made in controversial mega-dairies where up to 30,000 cows are kept indoors all year round. But Mr Douglas said its milk will come from 92 family-owned farms, and Fairlife boasts that it will be “pursuing the highest standards of milk quality, agricultural sustainability and animal comfort”.


A Fairlife spokesman said: “In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op, is excited to soon be introducing an innovative ultra-filtered milk that… offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category.”

The move is a major long-term investment for Coca-Cola, which has traditionally focused on carbonated drinks and owns nearly 1,000 drinks brands worldwide.

More recently it has branched out into still orange juice in America and low-sugar drinks elsewhere in the world.

"The Korova milkbar sold milk-plus, milk plus vellocet or synthemesc or drencrom, which is what we were drinking. This would sharpen you up and make you ready for a bit of the old ultraviolence."

MajGenl.Meade wrote:Ah, the good old Korova Milk Bar

"The Korova milkbar sold milk-plus, milk plus vellocet or synthemesc or drencrom, which is what we were drinking. This would sharpen you up and make you ready for a bit of the old ultraviolence."

wesw wrote:the mammals got it all wrong?

so all those tits were just made for my pleasure, not nutrition?

Orangutans breastfeed, ride on their mother's body and sleep in her hest for seven years-among the longest nursing period of any mammal. The young stay with their mothers at least until a new baby arrives; males begin to wander off then, but females may stay around for a while observing how babies are cared for. They are accomplished acrobats, often nursing upside down-hanging by a hand and a foot from a branch.

When Coke tried to muscle in on the mineral water market, it was hounded out for selling bottled tap water.