In 2014 Coca Cola partnered with Select Milk Producers Inc. to penetrate the milk market by taking advantage of health trends, namely a desire for more protein and a declining interest in added sugar. The result was Fairlife ultrafiltered milk. In five years the company went from “zero to $450 million in sales.”
“In comparison, after nearly 30 years in the business, Horizon, the largest organic-milk brand, represents 3.7% of the market…” (vs. 3% for Fairlife).