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Coke to launch double-priced milk beverage with extra protein and calcium

Milk beverage

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(NaturalNews) While the rest of the world is beginning to understand that milk isn't as great for our health as it was once thought to be (especially commercially produced milk), Coca-Cola is getting ready to release a premium milk drink called "Fairlife."

The company says their milk-based drink, which will cost twice the price of pints sold at the grocery store, will be high in protein and calcium, and low in sugar. They also claim that the drink will be made from milk produced at 92 sustainable, family-owned farms, according to a report by The Independent.

Unlike commercial milk that's produced in factory farms where cows are treated inhumanely and locked up inside 365 days a year, Coca-Cola claims that their new Fairlife brand will be "pursuing the highest standards of milk quality, agricultural sustainability and animal comfort."

Coca-Cola attempts to capitalize on weak milk market by launching their own "nutritious" milk-based drink

Coca-Cola's North American chief, Sandy Douglas, said to a crowd at Morgan Stanley's Global Consumer Conference last week that "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."

Expected to hit stores nationwide next year, Coca-Cola says Fairlife will be lactose-free and will taste much better than regular milk because of the drink's "high-care processes" and a "proprietary milk-filtering process." The manufacturers claim Fairlife will have 50 percent more natural protein and calcium than regular milk, taking "milk where it's never been before."

A spokesman for the new milk brand said:

In response to consumer demand for better, wholesome nutrition from safe, responsible sources, Fairlife, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op, is excited to soon be introducing an innovative ultra-filtered milk that... offers consumers a dairy option that is sourced from sustainable family farms and provides strong market potential to redefine the category.

Coca-Cola plans to be in the dairy business long-term, slowly building the brand and convincing consumers to buy it. "We're going to be investing in the milk business for a while to build the brand so it won't rain money in the early couple of years. But like Simply [orange juice], when you do it well it rains money later," added Douglas.

Coca-Cola slammed for advertising new milk drink with racy ads

Aside from skepticism about a sugary, unhealthy soft drink company launching a "healthy" milk-based drink, Coca-Cola is also being slammed for their racy ads promoting Fairlife. Coca-Cola's ads, which feature a series of photos depicting skinny, blonde and brunette women wearing nothing more than a splash of milk, is being called sexist by some.

Captioned, "Drink What She's Wearing" and "Better Milk Looks Good On You," The Guardian describes the campaign as a step backwards in terms of objectifying women through advertising.

"As if the images themselves weren't insulting enough, these captions enhance the sexist undertones of a message supposedly intended to focus on health and nutrition," wrote The Independent's Ylva Johannesson in a critique titled, "Do we really need pinup girls to sell us drinks?"

The Daily Dot called the ad "appallingly gross."

Already, Coca-Cola's Fairlife is off to rough start; however, only time will whether the company that's been slammed for its unethical practices worldwide will be able to convince consumers to buy their new milk drink.

Their claim that Fairlife is derived from sustainable, healthy practices is laughable, as Coca-Cola has blatantly showed NO regard for such practices in the past. While a few of their latest ventures include low-sugar drinks, everyone knows the company is primarily known for their sugary, unhealthy, carbonated sodas, also known as death in a bottle.






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