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Soft Drink Dairy Makeovers

Coca-Cola Released a Line of Premium Milk Beverages with Extra Benefits

— February 12, 2015 — Business
Those loyal to the Coca-Cola brand can now enjoy a collection of premium milk. The collection, called Fairlife, are being marketed as highly nutritious and sustainable. The brand is quick to promote that each bottle only contains five ingredients -- vitamins, water, protein, lactose and fat -- that are combined in a way that makes them much lower in sugar, heavier in protein and lactose-free.

The premium milk drink is available in four different flavors: reduced fat, chocolate reduced fat, fat-free and ultra-filtered.

In accordance with nowadays trends it seems like the perfect product - and by the way I’m in! According to Market Magazine, The product is a result of a partnership between Coca-cola and co-operative Select Milk Producers, and will be targeted "more broadly to women who are the 'gatekeepers' for their families’ nutritional needs."
Trend Themes
1. Premium Milk - Disruptive innovation opportunity: Explore the creation of premium milk products with added nutritional benefits and sustainable features.
2. Low-sugar Beverages - Disruptive innovation opportunity: Develop beverages that are lower in sugar and higher in protein to cater to health-conscious consumers.
3. Targeted Marketing - Disruptive innovation opportunity: Implement targeted marketing strategies to reach specific consumer groups, such as women who are the 'gatekeepers' for their families' nutritional needs.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunity: Innovate within the beverage industry by creating premium, low-sugar options that resonate with health-conscious consumers.
2. Dairy Industry - Disruptive innovation opportunity: Transform the dairy industry by developing milk products that are lower in sugar, higher in protein, and promote sustainability.
3. Marketing Industry - Disruptive innovation opportunity: Revolutionize marketing strategies by leveraging targeted approaches to reach specific consumer segments, such as the gatekeepers of family nutrition.
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