Coca-Cola’s Dairy Darling Gets Competition from Organic Valley
- Ultra-filtered has been a bright spot amid falling milk sales
- Organic Valley eyes growing segment with new product offering
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Coca-Cola Co. dominates the market for ultra-filtered milk -- but now the field’s getting more crowded.
Fairlife, which sells milk that’s been filtered to boost its protein and reduce its sugar content, has helped the beverage giant to offset declining soda sales. Now, Coke’s brand will face off against the farmer-owned cooperative Organic Valley, which is poised to begin selling its own line of ultra-filtered milk in Whole Foods stores nationwide and in other retailers.