From The N.Y. Times, February 3, 2015:
Coke is coming out with premium milk that has more protein and less sugar than regular. And the company is betting people will pay twice as much for it. The national introduction of the drink, Fairlife, over the next several weeks is one way that Coca-Cola, the world’s biggest beverage maker, is diversifying its offerings as Americans turn away from soft drinks. To make the drink, filters are used to separate the various components in milk. Then, more of the favorable components are added, while the less desirable ones are kept out. Fairlife says the drink is lactose-free and has 50 percent more protein, 30 percent more calcium and 50 percent less sugar than regular milk.
It’s always good news when a company that has made a fortune selling something unhealthful turns around and sells us something slightly less unhealthful and doubles the price. Who wouldn’t crow about that? And just so you know that Fairlife isn’t Coca-cola’s first venture into other liquid areas, here’s a photo from their website of their current product line:
You can also, if the spirit moves you, by a retro 10-can vending machine to dispense your Coke. It’s available at Wal-Mart for a mere $139.00.
One person bought it and reviewed it. He gave it one star and praised it as a wonderful purchase. He apparently doesn’t understand the star system—perhaps too many sugary beverages have addled his brain. (How many horrible movies must he have seen?)
As for Fairlife, the new super-milk, well first off, if you’re reading this, you shouldn’t be drinking it. Milk is for babies—it’s a concentrated food that helps them grow fast. Adults don’t want to grow fast, the obesity rate in this country notwithstanding. But it’s a losing battle to fight the National Dairy Council who claims that milk “– whether white or flavored – plays a vital role within the school meal in helping children meet needs for critical nutrients of concern as identified in the Dietary Guidelines.” The Council has the lobbyists to back it up—all I have is a quart of Silk…and my knowledge that the nutrients in milk comes from the plants that cows eat and that we could also eat those plants and eliminate the middle…cow.
Still, I wish Coca-Cola only the best in this new corporate maneuver. It’s bound to succeed, and if you think that people can’t be charged twice as much for something they don’t need anyway, stop by a Starbucks sometime.