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The new Fairlife milk will retail at twice the price of regular milk and a spokesperson for the company stated that it will “rain money” for Coca-Cola.
Sandy Douglas, Coke’s global chief customer officer said, “[Fairlife is] a milk that’s premiumised and tastes better and we’ll charge twice as much for it as the milk we’re used to buying.”
“We’re going to be investing in the milk business for a while to build the brand, so it won’t rain money in the early couple of years. But like Simply [Coca-Cola’s juice range], when you do it well, it rains money later.”
There are currently no plans to launch Fairlife milk in the UK.
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