# Soft Drink Dairy Makeovers Coca-Cola Released a Line of Premium Milk Beverages with Extra Benefits By Winnie Lôla | Published 2015-02-12 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/coke-cocacola-milk-soft-drinks-industry References: [marketingmag](http://www.marketingmag.ca/brands/coke-bets-big-on-premium-milk-136608) & [fairlife](http://fairlife.com/) Those loyal to the [Coca-Cola](https://www.trendhunter.com/trends/fairlife-production-facility) 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](https://www.trendhunter.com/trends/fresh-thyme-markets), 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 Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 39% | Activity: 75% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### Key Themes Behind This Trend - **Premium Milk:** Disruptive innovation opportunity: Explore the creation of premium milk products with added nutritional benefits and sustainable features. - **Low-sugar Beverages:** Disruptive innovation opportunity: Develop beverages that are lower in sugar and higher in protein to cater to health-conscious consumers. - **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. ### Where This Applies - **Beverage Industry:** Disruptive innovation opportunity: Innovate within the beverage industry by creating premium, low-sugar options that resonate with health-conscious consumers. - **Dairy Industry:** Disruptive innovation opportunity: Transform the dairy industry by developing milk products that are lower in sugar, higher in protein, and promote sustainability. - **Marketing Industry:** Disruptive innovation opportunity: Revolutionize marketing strategies by leveraging targeted approaches to reach specific consumer segments, such as the gatekeepers of family nutrition. ## Related on Trend Hunter - [Dairy Production Facilities](https://www.trendhunter.com/trends/fairlife-production-facility.md) - [Low-Calorie Nutrient-Packed Milks](https://www.trendhunter.com/trends/milk50-by-dairypure.md) - [Carbonated Milk Sodas](https://www.trendhunter.com/trends/ps-milk-sodas.md) - [Caffeinated Canned Milks](https://www.trendhunter.com/trends/spylt.md) - [Easy-to-Digest Milk Products](https://www.trendhunter.com/trends/chobani-ultrafiltered-milk.md) - [Protein-Rich Candy Bar Milks](https://www.trendhunter.com/trends/chocolate-milks.md) - [Date-Based Soft Drinks](https://www.trendhunter.com/trends/milaf-cola.md) - [Ultra-Filtered Flavored Protein Milks](https://www.trendhunter.com/trends/barebells-milk-drink.md) - [Functional Candy-Inspired Milk Beverages](https://www.trendhunter.com/trends/mms-brownie-milk.md)