Coca-Cola tapping into high-protein product trend with Fairlife milk launch
While the company has yet to announce plans to expand overseas, the environment in the milk category suggests that Fairlife, a lactose-free, high-protein and high-calcium product which is being billed as a “high-end” milk alternative, would see sales success if it hit the UK.
Fairlife is set to fully debut in March in supermarkets, drugstores and convenience stores in the US, as well as major retailers Wal-Mart and Target, with plans to later hit food service outlets. The product went on sale in select supermarkets last week.
The company, which is pushing a $30m ad campaign for the brand, claims it will Read full story ›
Source: Marketing Week
