Coca-Cola Gets Into the Milk Business With Protein-Packed Fairlife

Lactose gets an upgrade. 

Milk, one of the more straightforward drinks out there (and one that we’ve been consuming since birth), is getting a makeover via Coca Cola. 

The soft drink powerhouse announced that they’ll be distributing Fairlife milk, a premium-priced, lactose-free dairy product that will go for $3.98 to $4.20 for a half gallon. Why the price uptick? It’s been specially cold-filtered so that it contains 50% more protein, 30% more calcium, and 50% less sugar than conventional (read: inferior) milk. Fairlife’s chief executive, Steve Jones, told USA Today that he hopes “it’s Coke’s next billion-dollar brand.”

Starting next month, Fairlife will offer whole, reduced fat, fat-free, and chocolate milk to help you get fit and swole.*

*Not guaranteed.