Coca-Cola KO 1.29% is betting that it can make America love milk again.
The beverage company has teamed up with dairy cooperative Fairlife to distribute an “ultra-filtered” milk product that has 50% more protein and half as much sugar as regular milk. After rolling it out slightly over a year ago, Fairlife sales have reportedly hit around $90 million, and specialty milk sales across the industry jumped more than 20%, as Coke aims to turn the beverage into a billion-dollar brand, according to Bloomberg.
The encouraging sales come despite plenty of criticism for the processed milk. Stephen Colbert has called the product “extra expensive science milk” that seemed as if “they got Frankenstein to lactate.”
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