One bright spot in the name-brand milk industry has been nondairy alternatives like almond milk, and it may well be appropriate to compare what Coca-Cola’s doing with Fairlife to WhiteWave’s (WWAV) marketing of Silk almond milk, whose sales grew 30 percent in the third quarter. WhiteWave’s marketing efforts haven’t paid off only in almond milk—sales of its Horizon Organic brand milk are also rising, showing there is demand for premium dairy products.