The Coca-Cola company is branching out from selling soda by expanding into the dairy and protein shake industry to adapt to changing consumer preferences and health concerns related to soda consumption impacting their sales performance in years. One significant strategic decision was the creation of Fairlife, in 2012 through a partnership with Select Milk Producers to offer dairy products with added value and nutrition benefits to consumers seeking alternatives. In an acquisition move in 2020 $980 million Coca-Cola took full ownership of Fairlife reinforcing its commitment to diversifying its product portfolio beyond traditional sodas.By 2022,Fairlife had achieved success surpass the $1 billion mark in sales reinforcing its position as a player, in the market.
Fairlifes ultra filtered milk has been well received by consumers for its ability to eliminate lactose and sugar while increasing protein content significantly despite the growing prices of food items.The brand continues to be popular, among consumers with the challenges. Coca-Colas Core Power protein shake has emerged as a product under the brand name. Has established itself as a leading player in the $6 billion US protein shake sector.It faces competition. Is readily accessible in supermarkets, across the country.
Fairlifes expansion has been faster than Coca Colas purchase of Costa Coffee indicates the dairy and protein shake industrys robustness, on media platforms like TikTok has contributed to Fairlifes rise in popularity as health conscious individuals turn to Core Power for exercise hydration needs despite facing legal issues Coca Cola recently settled a $21 million lawsuit, in 2022 related to alleged mistreatment of Fairlife cows.
