Already being dubbed “Milka-Cola” by some Coca-Cola’s new venture into the milk market, Fairlife, has been launched.
Coke will hope there will not be any repetition of the Dasani disaster in 2004, when it tried to sell bottled tap water in the UK and was howled out of the market by an outraged public.
In association with US dairy farmers Fairlife will cost consumers double the price of a normal pint of milk for what Coca-Cola is calling an enhanced product, with 50 percent more protein, 30 percent less sugar, and no lactose.
One top executive told a conference that once launch and startup costs were absorbed Fairlife would “rain money”.
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