On his blog The Complete Patient, David Gumpert asks, “Can Super Processed Coke Milk Become the New Real Milk?” If the global rise of Coca-Cola is any indication, the scary answer to this question is perhaps yes.
According to Gumpert, Coca-Cola is seeking to balance out deteriorating sales in an increasingly health-conscious marketplace with a new product that capitalizes on trendy almond milk, soy milk, and low-fat “all natural” protein powders. Their new product is called Fairlife and it is a super processed milk product that has been processed beyond pasteurization and homogenization while adding more protein and removing sugars and fat. It will be sold for twice the price of typical processed milk, perhaps in an effort to target those who are willing to pay premium prices for what they believe is “health food.”
Fairlife is currently being tested in select markets in the Midwest and is expected to go nationwide in 2015. One store manager in Minnesota, where Fairlife has supposedly been tough to keep in stock, points out that buyers have no way of knowing that the product is made by Coca-Cola as there is no indication on the packaging.
Gumpert writes that the success of Fairlife remains to be seen: “Coke can throw a huge amount of ad dollars at the new stuff. Or maybe [it won’t be successful] when people discover not only how unnatural it is, but that it is produced by a company with a long history of producing products that keep people unhealthy.”