‘It’s basically the premiumization of milk,’ Sandy Douglas, a senior vice-president at Coca-Cola’s North American operation at the Morgan Stanley Global Consumer Conference last week.
The company has had success in advertising healthier beverages with their Simply juice line which has done well despite the fruit juice industry starting to slump.
Fruit juices are also packed with sugars and are a major contributor along with soft drinks to childhood obesity.
CBS reports that Coca-Cola advertises Simply juices as being healthier, unsweetened, and never frozen.
‘Our ambition there is to create the Simply of milk,’ Douglas said of the new product.
American shoppers have flocked towards higher protein products like Yogurt and less are buying items with high sugar contents.
‘Protein is the fastest-growing segment of the beverage category,’ Mike Saint John, president of Coca-Cola North America’s Minute Maid business unit, told the Dairy Today.
Despite the growing popularity of high protein products, Dairy Today reports that one of every two adults doesn’t drink milk at all.
What Coca-Cola aims to do is advertise how Fairlife is healthier than traditional milk because it’s cold-filtered to concentrate protein and remove fat and sugar.
Coca-Cola already sells a protein shake called Core Power which goes through the same filtration process.
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