Fairlife is the product of a joint venture formed by Coca-Cola and dairy co-op Select Milk Producers in 2012. Coke saw the partnership as an opportunity to develop “higher quality value-added health and wellness beverages,” particularly what it calls value-added dairy. By that, the company means Fairlife isn’t your average milk: It’s got more protein and calcium than standard milk, half the sugar, and is lactose-free. It’s also expensive, with initial prices (in test markets) running 65¢ more per quart than conventional milk.