Subject category:
Marketing
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources
Abstract
With the declining soft drink consumption in the US, Coca-Cola the soft drink giant was looking to diversify its portfolio and reduce the dominance of soda in its global sales. With this goal in mind Coca-Cola entered the lactic market with its own brand of supermilk Fairlife in early 2015. Fairmilk which was a joint venture with US dairy farmers was a premium milk with higher levels of protein, lesser sugar than normal milk and no lactose. While nutritionists contended that there was no need for a fortified milk brand experts wondered if this was a right move on the part of Coca-Cola?
About
Abstract
With the declining soft drink consumption in the US, Coca-Cola the soft drink giant was looking to diversify its portfolio and reduce the dominance of soda in its global sales. With this goal in mind Coca-Cola entered the lactic market with its own brand of supermilk Fairlife in early 2015. Fairmilk which was a joint venture with US dairy farmers was a premium milk with higher levels of protein, lesser sugar than normal milk and no lactose. While nutritionists contended that there was no need for a fortified milk brand experts wondered if this was a right move on the part of Coca-Cola?