Fairlife hits on a couple of food fads that may help it succeed. The drink offers more protein than traditional milk. Fairlife contains dairy, but the fact that“there is something special about the product” makes shoppers think of it a bit differently than “the basic private­label milk that people buy in supermarkets，” said John Sicher, the editor of Beverage Digest, an industry newsletter.

　　Water is probably the best example. Once just something that you got from the tap or even a well in the ground, water was a more than $11 billion industry in 2011, according to the International Bottled Water Association. In addition to fancy water like Fiji and Voss, there are now websites dedicated to helping shoppers find the most luxurious types of watch. Coke is in the water business as well with Dasani, which contains filtered tap water and trace amounts of minerals.

　　For Coke, premium milk is part of a broader push to diversify as Americans tire of soda. Rival Pepsi, which owns Frito­Lay, has already done this. Coke?s biggest competitor is pushing into dairy as well, with a yogurt (酸奶) brand sold in stores nationwide.

　　Earlier this year, Coke capitalized (资本化) on the rising popularity of energy drinks by buying a 17 percent stake in Monster. Coke also will offer its brands in Keurigs single­serve cold brew machines next year. Honest Tea is the first Coke brand Keurig users will be able to brew in single­serve form.

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