Facing a decline in soda sales due to health concerns, Coca-Cola has spent over a decade expanding into new product categories. One of its most successful ventures is Fairlife, a premium dairy brand launched in 2012 in partnership with Select Milk Producers. By 2020, Coca-Cola had fully acquired Fairlife for $980 million, and by 2022, it had crossed $1 billion in sales.
Fairlife’s unique ultra-filtered milk process, which removes lactose and sugar while doubling protein content, has resonated with American consumers, even amid rising food prices. Its Core Power protein shake remains a dominant player in the market, with limited competition and a strong presence in grocery stores.
The $6 billion US protein shake market continues to grow, with Fairlife outpacing Coca-Cola’s other non-soda investment, Costa Coffee. Meanwhile, social media platforms like TikTok have helped boost Fairlife’s popularity, with fitness enthusiasts showcasing the brand in pre-workout routines and healthier iced coffee recipes.
Despite its success, Fairlife has faced controversy. In 2022, Coca-Cola settled a $21 million lawsuit over allegations of inhumane treatment of cows, as consumers claimed they were misled into paying a premium for ethically produced dairy.
Soda remains Coca-Cola’s primary revenue driver, while rival PepsiCo leans on its Frito-Lay snack business. However, Fairlife’s rapid expansion shows Coca-Cola’s growing dominance beyond soft drinks.
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