ATLANTA, Nov. 26 (UPI) -- Coca-Cola announced they are in the process of developing a super milk that will be higher in protein, higher in calcium, lower in sugar and twice the price.
The milk will be called Fairlife and will cointain 50 percent more protein, 50 percent less sugar and 30 percent more calcium than regular milk. All those benefits come at a price. The market price for the milk will be twice what a jug of regular milk costs.
On a normal dairy farm, cows are kept indoors all day while they are milked. Fairlife claims it will be "pursuing the highest standards of milk quality, agricultural sustainability and animal comfort."
"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," said Coca-Cola's North American chief, Sandy Douglas, at a consumer conference. "Our ambition there is to create the Simply of milk."
Investing in development of a new milk may not pay off. Only one in two adult Americans drink milk and milk consumption overall has declined 8 percent over the last ten years.
