Coca-Cola Is Now Selling…Milk?

There’s not much beverage wise that Coca-Cola doesn’t have a hand in -- with everything from sodas and water to teas and energy drinks. Their latest endeavor: milk. And not just any kind. While it does come from cows, Fair Life is a “premium” milk that contains 50 percent more protein, 30 percent more calcium, and half the sugar of the average carton you find on store shelves.

Of course all of these upgrades also means a higher price tag. In fact, twice as much. The fortified milk is mutual undertaking between Coke and a collective of large dairy producers, Select Milk Producers co-op.

Fair Life comes on the heels of a declining milk and soft drink market. So you can see how this partnership is mutually beneficial, especially given the hype around protein. Hello, protein enriched bars, cereals, cookies—the list goes on. Really pay attention to labeling the next time you’re at the grocery store. A lot more products are advertising added “protein.”

While Fair Life is currently only sold in test markets, a Coca-Cola spokeswoman shared that it will launch nationally in the U.S. come 2015.

What do you think about Coke’s newest protein-packed beverage?