Breaking into the declining cow’s milk market is already a risk. But for Coco Cola to do it by creating a science project out of cow’s milk, call it “premium”, and charge higher prices is hardly the answer. If the cow milk industry is going down, maybe it’s due to people realizing they can get the same, if not better milk from other sources, such as almonds or coconut.
I was curious how transparent their process for the milk is, so I even went to the Fairlife website and here is, word for word, how they describe their process: “The water, minerals, lactose, protein and fat in milk have five different sizes, so we use five different filters to separate them. Then we recombine them to create our unique ultra-filtered milks loaded with natural nutrition.”
I think comedian Steven Colbert says it best when he referred to it as “extra expensive science milk” and made fun of the elaborate way it’s made. “It’s like they got Frankenstein to lactate,” he said. Colbert also took a dig at the wholesome image Fairlife is trying to project, noting that it’s made by the “nature loving health nuts at Coca-Cola.”
No wonder Coco Cola is already distancing themselves.
I was curious how transparent their process for the milk is, so I even went to the Fairlife website and here is, word for word, how they describe their process: “The water, minerals, lactose, protein and fat in milk have five different sizes, so we use five different filters to separate them. Then we recombine them to create our unique ultra-filtered milks loaded with natural nutrition.”
I think comedian Steven Colbert says it best when he referred to it as “extra expensive science milk” and made fun of the elaborate way it’s made. “It’s like they got Frankenstein to lactate,” he said. Colbert also took a dig at the wholesome image Fairlife is trying to project, noting that it’s made by the “nature loving health nuts at Coca-Cola.”
No wonder Coco Cola is already distancing themselves.
