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Coke Hopes Designer Milk Will Offset Soda's Decline

Published March 18, 2016 at 1:33 PM EDT
In this photo illustration, a container of Coca-Cola Companies' new Fairlife milk is seen on February 4, 2015 in Miami, Florida. The company announced it will be selling the milk which they say is specially cold-filtered so that it has 50% more protein, 50% less sugar and 30% more calcium than conventional milk. (Joe Raedle/Getty Images)
In this photo illustration, a container of Coca-Cola Companies' new Fairlife milk is seen on February 4, 2015 in Miami, Florida. The company announced it will be selling the milk which they say is specially cold-filtered so that it has 50% more protein, 50% less sugar and 30% more calcium than conventional milk. (Joe Raedle/Getty Images)

With soda consumption dropping, Coca-Cola is turning to specialty milk to offset the loss of business. Coca-Cola is partnering with a dairy cooperative to distribute a high-protein, high-calcium, low-sugar, lactose-free milk called Fairlife, which will cost more than organic milk.

The move comes as all kinds of milk alternatives – soy, almond, coconut – are growing in popularity. Here & Now’s Robin Young talks with Mike Regan, columnist for Bloomberg Gadfly, about Coke’s attempt to enter the premium milk business.

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