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Coca-Cola is about to start selling a new protein-packed milk

February 4, 2015, 8:36 AM UTC
Coke Milk
In this Friday, Jan. 23, 2015 photo, Fairlife milk products appear on display in the dairy section of an Indianapolis grocery store. Fairlife, which is rolling out nationally in coming weeks, is the product of a joint venture between Select Milk Producers, a dairy cooperative, and Coca-Cola. The product is filtered to have more protein and less sugar than regular milk. (AP Photo/Michael Conroy)
Photograph by Michael Conroy — AP

This article is published in partnership with Time.com. The original version can be found here.

Coca-Cola announced plans Tuesday to distribute a premium protein-packed milk under Minute Maid’s Fairlife brand across the U.S. next month.

The lactose-free milk will contain half the sugar of regular milk, 50% additional protein and 30% greater calcium, reports USA Today. Customers will be able to choose among whole milk, fat-free, chocolate and reduced-fat options with prices ranging from $3.98 to $4.20.

“I hope it’s Coke’s next billion-dollar brand,” said Fairlife CEO Steve Jones.

Coca-Cola’s decision to increase the milk’s protein content corresponds with an increased demand for protein among consumers. Data shows 71% of shoppers seek more protein in their diet, according to findings from market-research firm NPD Group.

Coca-Cola is hoping its premium milk will help boost sales, as fresh or pasteurized milk retail volume sales declined by 3% last year. Sales of carbonated beverages are also falling.