The national rollont of Fairlife over the next several weeks marks Coca-Co’s entry into the milk case in the US and is one way the world’s biggest beverage maker is diversifying its offerings as Americans continue turning away from soft drinks.
It also comes as people increasingly seek out some type of functional boost from their foods and drinks, whether it’ more fibre, antioxidants or protein. That has left the door open for Coke step into the milk category, where the differences between options remain relatively minimal and consumption has been declining for decades.