Coca-Cola has already claimed its place in the soda, water, energy drink, and juice markets. Now the company is going after milk. The beverage giant is preparing a nationwide launch of a high-end milk, called Fairlife, in 2015.
Unlike soda, the U.S. milk industry remains highly fragmented with few recognizable brand names. In fact, store-brand milk accounts for almost one-third of milk sales, according to market research firm Euromonitor International. With Fairlife, Coca-Cola is looking to use its marketing prowess to change that—creating the “Coke” of milks.