New premium milk brand fairlife is hoping to contribute to the "rebirth of milk," with the goal of its product reaching "every fridge in America," fairlife CEO Steve Jones said. I doubt it organic milk is also higher priced – near double that of regular milk and its consumption rate jumps every year. People will pay for what they want. At about double the price of milk, some said the price is too high. With Coca-Cola's marketing expertise, though, it would seem chances for success were pretty good.įairlife is “basically the premiumization of milk," Coca-Cola North America President Sandy Douglas said when the product was introduced. Would it be successful I wondered? Yes, it was in the test marketing then, but we didn't yet know what would happen as marketing ramped up nationally. That's what I wrote seven years ago and lots of things have happened since: A year later news stories told of how Coca Cola was now selling a new milk called fairlife (as a marketing partner), a product you read about on these pages on Feb. Thus they are not amateurs in dairying and selling dairy products. Who would be dumb enough or perhaps ingenious enough to try and market a new milk in light of the annual downward trend (for decades) in milk drinking, one might ask? After all, dairy producer checkoff funds have been used for decades in efforts to stop the every-year decrease in milk drinking.ĭon’t jump to conclusions! fairlife, LLC, headquartered in Chicago, is behind the new milk now hitting the market.įairlife LLC was founded in 2012 by Select Milk Producers, a co-op of 92 family-owned dairies that already marketed Core Power, a high protein drink created for fitness enthusiasts and on-the-go protein seekers. These are two test markets with the national rollout being planned for later this spring. Touted as a high nutrition milk (50% more protein and calcium, 50% less sugar than regular milk) that just began selling in the Minneapolis and Denver markets. Let's travel back to February 2014 when a new product called “'fairlife' purely nutritious milk™ (that is how it is spelled) appeared on the scene.
0 kommentar(er)
