Coke dabbles in high-end milk in a joint venture with Select Milk Producers

Already a leader in soda, water, energy drinks and juices, Coca-Cola is now going after milk.

Unlike soda, the U.S. milk industry remains highly fragmented with few recognizable brand names. Coke is hoping to change that by using marketing tactics and create a category of its own, as the undisputed leader and “Coke” of milks.

At the center of Fairlife Milk’s appeal is its proprietary cold filtration process, in which milk is filtered at the molecular level into its primary constituent parts: water, vitamins/minerals, lactose, protein, and fat.

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