The Big Brand Behind Fairlife Milk Is A Soda Powerhouse

Most people don't think about which company produces the milk they get from the back of the grocery store. It all comes from cows, so what does it matter? However, some folks may be interested to know that ultra-filtered moo juice brand Fairlife milk became a wholly owned subsidiary of the Coca-Cola company back in 2020. 

It may seem like an awkward match, with a business that profits from selling sweet soda taking the reins of an enterprise beloved by health-conscious types, especially because it produces milk with 50% less sugar than most other labels. Fairlife was established in 2012 to make milk healthier by reducing sugar and adding 50% more protein through an ultra-filtration process. The proprietary filtration technique also helps the product last longer, extending the shelf life of an properly-stored, unopened bottle to 90 days or more. 

Despite the glaring dissimilarities between the two brands, Coca-Cola knows a thing or two about making a profit (occasional whoopsies like the New Coke fiasco notwithstanding). The soda conglomerate has more money for marketing and more experience navigating the challenges of distribution than Fairlife did on its own. Indeed, being run by a corporation with those kinds of resources has paid off for the better-for-you milk brand. Since Coca-Cola became the owner of Fairlife milk, the company's revenue has grown steadily.

While Fairlife milk is still made under the brand's own management team, Coca-Cola now takes care of the distribution side of the business. As one of the two behemoths of the beverage industry for decades, the soda company is intimately familiar with the process of acquiring shelf space in grocery stores and other places that sell cold drinks. This valuable inside knowledge has helped get Farilife milk in front of more eyeballs and, consequently, into more cups.

It didn't take long for Coca-Cola's experience in distribution to pay off for the milk brand. In 2021, Fairlife milk saw significant weekly sales growth. By the year's end, the business had made over $1 billion in sales from the ultra-filtered milk and the company's Core Power protein shakes, surging by 1000% since the brand started selling its products nationwide in 2015.

Today, Fairlife is reportedly expanding quicker than any other brand under Coca-Cola's corporate banner. As of early 2025, sodas still made up 60% of the corporation's sales, but as people are moving away from sugary drinks and opting for more health-conscious beverages, the soda company is likely to put even more resources into growing Fairlife milk. With its number one competitor PepsiCo buying healthier soda alternatives like Poppi, it wouldn't be surprising if Coca-Cola also began buying up additional better-for-you beverage brands as it looks to diversify its portfolio and not rely so heavily on a shrinking soda industry given Fairlife milk's unmitigated success.