Welcome to the newest edition of The Why. “Why is Coca-Cola selling ‘science milk’?” you ask? Good question. (Besides, it beats answering the question: “Where’s the beef?” Yeah, you’d be way behind the times if you didn’t know the answer to that one. That’s even older than ‘got milk?’)
Speaking of milk, Coca-Cola recently announced that they will be marketing what The Washington Post calls “a new, high-end, highly modified, and—yes—much more expensive dairy product.” It’s named Fairlife. It reportedly looks and tastes like milk but with a few differences. It’s noted to be “low in sugar, high in protein, and free of lactose.”
OK, so it’s not normal milk. We get that. Still, why is Coca-Cola getting into the milk business and assuming they think it will sell, why? What is so special about Fairlife?
Coca-Cola’s senior vice president, Sandy Douglas elaborated: “The milk product . . . has a proprietary milk filtering process that allows you to increase protein by 50 percent, take sugar down by 30 percent, and have no lactose . . .”
So let’s break it down:
First off, remember Coca-Cola is not selling milk but a milk product. This stuff is according to our friend Roberto A. Ferdman at the WP, “is engineered to piggyback several dietary trends that are sweep the United States at the moment.”
Douglas told the press: “It’s basically the premiumisation of milk.” It’s a special milk product.
Fairlife is also lactose-free. Lactose-free milk alternatives are actually a fast-growing market. Since 1999 Euromonitor reports that sales of milk alternatives like almond milk and soy milk have actually quadrupled.
Fairlife is low in sugar. While we all still love sugar, more than one recent research study has shown that eating sugar is connected to “an increased risk of heart disease.”
Some say it’s addictive and in today’s overly-PC, think-they’re doing-good world some folks find it easier to target sugar than to even try to do something about a real problem. (No, wait! Women addicted to both sugar and wearing yoga pants probably should rate pretty high up on the international crisis chart come to think of it. Your rascally writer doesn’t get to Wal*Mart often. Sorry.)
Finally, Ferdman confirms that Fairlife has “50 percent more protein than your average milk.” This slips Coca-Cola “into the lucrative world of protein supplements.”
As part of a recent study on protein by market research firm NPD Harry Balzer, chief industry analyst and author of Eating Patterns in America reported: “The only issue that U.S. adults are now checking on the Nutrition Facts label on the back of foods and beverages is the amount of protein.” Over “half of Americans state they want more protein in their diet.” (Ladies, you have my e-mail. Gentlemen, insert your own questionable comment on gals who want more protein here.) Furthermore, about 25 percent claim they look for protein on labels.
Why is Coca-Cola selling ‘science milk’? Now you know.
You ask the questions. We provide the answers.
American Live Wire . . . Listen and be heard.