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The Coca-Cola Company has agreed to fully acquire US-based dairy beverage brand Fairlife, by purchasing the remaining 57.5% stake in the company from joint venture partner Select Milk Producers for an undisclosed sum.Fairlife launched in 2012, and the brand now markets a broad portfolio of dairy-based beverage products such as high-protein milkshakes, recovery drinks and ultra-filtered milk products.The brand holds a strong position in the fast-growing value-added dairy category, and Coca-Cola claims that Fairlife registered $500 million in retail sales last year alone.
Fairlife will continue to operate as a standalone business based in Chicago following the acquisition.
Despite faltering sales of traditional fluid milk products, value-added dairy products are growing steadily in the US market, with consumers actively seeking dairy products with lower levels of sugar, fat and higher protein content.Coca-Cola claims that the Fairlife brand has capitalised on this demand with its product range, as its portfolio includes ultra-filtered milk which contains less sugar and more protein than competing brands, while the company also markets lactose-free products to cater to a wider range of consumers.Source: Foodbev Media
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