When James Quincey took the helm as CEO of Coca-Cola in 2017, the company was facing a decline in soda consumption due to health concerns. In an effort to diversify its offerings, Coca-Cola made a strategic move to shift focus from carbonated beverages to cow milk. This shift led to the creation of Fairlife in 2012, a joint venture between Coca-Cola and Select Milk Producers.
Fairlife differentiated itself in the dairy market with its whimsical packaging and innovative ultra-filtered system that removes lactose and sugar while doubling the protein content. The brand quickly gained popularity, especially in the health and wellness space, surpassing $1 billion in sales by 2022.
