"Fairlife Purley Nutritious", a high protein, low sugar milk, will launch across the US in late December, the brand revealed at last week's Morgan Stanley Global Consumer Conference.
"It's basically the premiumisation of milk," said Sandy Douglas, SVP, Global Chief Customer Officer and President, Coca-Cola North America.
Douglas indicated that the milk would cost twice as much as regular milk from a jug.
Fairlife milk claims to contain half the sugars of regular milk thanks to a cold filtration process. It was first introduced in select markets early this year.
Dairy products with amped-up protein content have been trending in recent years with an increasing number of protein-rich yogurts hitting shelves and even Philadelphia Cream Cheese adding a range last year with double protein.
