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Coca-Cola's Fairlife Milk Drink Has 'Masterbrand' Potential

The Coca-Cola Company (KO) is rolling out distribution of the new milk beverage Fairlife into select markets this month, to be followed soon by a $30 million ad campaign. Just as Coca-Cola's new Coca-Cola Life with natural sweetener stevia is also being expanded into the US market, the company is adapting its beverage offerings to the changing tastes and lifestyle of American consumers.

Fairlife caters to those consumers who may not drink a lot of milk regularly (or none at all), but are drinking high nutrient, high protein products that give them more of what they want with less fat, sugar and lactose.

Milk products market sales history

Although milk-based product sales has been generally stable throughout the years, the kinds of milk products most sold have changed. In the chart below, whole milk sales have tapered off to less than half the volume of 1975. There was a rise… Read More …