Though ripe for comedy, it's worth mentioning that Fairlife is neither owned nor was created by Coca-Cola. Coke is in partnership with its creators to distribute, and, unfortunately, advertise Fairlife for them:
Apparently not perfect enough for today's world, where milk may be a perfect food … but is it a perfect product?
As a product, milk leaves a lot to be desired. First of all, anyone with a cow can make it; that's a big downside for corporations, where proprietary ownership is key. Another problem is that, more and more, milk comes from a few, centralized mega-farms--not the small, family-owned local dairies of yore. That means logistical headaches. Unlike, say, tennis balls, time is a real factor in shipping and distributing milk--it has only a tiny window of time before it goes bad.
That's why Fairlife is just what the P.hD in bioengineering ordered. According to Coca-Cola's North American chief Sandy Douglas, (as quoted in this article) when speaking at Morgan Stanley's Global Consumer Conference in November, 2014, Fairlife "has a proprietary milk filtering process" that removes much of the sugar. "It's basically the premiumization of milk," Douglas said.
Proprietary ownership? Check.
And, from near the end of the same article:
The product also has a shelf life of 90 days, compared to regular milk that typically expires within a couple weeks of purchase.Don't be mislead by that sentence, Consumer. That "improved shelf life"? isn't for you. It's for them. Fairlife can sit in a truck, loiter on a train, linger on a dock, collect dust in a warehouse, for 3 months. Yum.
Ultimately, it seems, the goal of this product, and products like it, is to be something a lot more like tennis balls and a lot less like food.
So, no matter what it tastes like, no matter its price point, the fact is, a more accurate name for this product?