- On Friday Coca-Cola took control of ultra-filtered milk company Fairlife (FairL!fe)
- Previously the soft drinks company Coca-Cola had 42.5% stakes in Fairlife which is now 100%.
- The soft drinks conglomerate is one step closer to being a total beverage company after this acquisition.
On 3rd Jan 2020, our favorite soft drinks company Coca-Cola bought 100% of Fairlife LLC. In 2012 Coca-Cola had minority stakes at that time. However, Fairlife will continue its operation as a stand-alone business in Chicago.
In 2012 Coca-Cola purchased 42.5% minority stakes in the brand as a part of a national distribution deal with Select Milk Producers (6th largest milk cooperative globally).
Together, they distributed Athletes HoneyMilk a product started by Fairlife CEO Tim Doelman. Coca-Cola and Select Milk re-branded and launched the product as Core Power, which ultimately led to the birth of Fairlife.
Fairlife located in Chicago and Illinois, they have a range of ultra-filtered fresh milk drinks and flavored milk beverages under Yup brand and protein shakes under the CorePower brand.
“We are excited for the next chapter of Fairlife’s growth and innovation and look forward to continuing to work with our partners across the Coca-Cola system to meet fast-changing consumer needs in a vibrant category. We set out in 2012 to harness the power and nutrition of dairy and give people great-tasting products that provide the nutrition they are looking for. Our innovative lines will continue to grow and improve with the strength and scale of the soft drinks company” – Fairlife CEO Tim Doelman.
Fairlife entered the Canadian market in 2018 and by this spring they will begin local production in Ontario. The company is building a new facility in Goodyear, Arizona (now they will have 3 facilities). The other 2 are situated in Michigan and Texas.
The soft drinks company supports the distribution of Fairlife’s products through its Minute Maid umbrella. Some time ago the soft drinks company was considered to be the most polluted brand in global plastic waste.
“Fairlife is a great example of how we are continually expanding our total beverage portfolio to bring people more of the brands they love. This agreement will help us ensure that we continue to build on Fairlife’s innovative history by combining their entrepreneurial spirit and innovation capabilities with the resources, reach and expertise of Coca-Cola” – Jim Dinkins, president of Coca-Cola North America.
Coca-Cola majorly recognized as a soft drinks brand has more plans other that. Coca-Cola’s vision to be a total beverage company is now coming to be true with full take over of Fairlife brand.
How much people will welcome the brand is yet to be seen, but for now, the company is a lot more than just soft drinks and with time we will see how Coca-Cola is moving ahead with its total beverage player vision.
