Coca-Cola Enters High-Protein Milk Beverage Arena

Originally marketed as Athletes HoneyMilk in Colorado and Texas, the new Core Power line of products will be delivered initially in select markets via Coca-Cola Refreshments' world class distribution system.

22 Jun 2012 --- Coca-Cola Co has signed a deal with Fair Oaks Farms Brands to distribute the Core Power range of high-protein energy drinks in the United States, signaling the soft drink manufacturers move into the fortified dairy product sector.

Core Power will be stocked in about 10,000 grocery, convenience and specialty stores.

Deryck van Rensburg, President of Coca-Cola North America Venturing and Emerging Brands, said in an emailed company statement the new brand is part of a category "that is still in the early stage of its growth potential".

This high protein milk shake starts with fresh, natural, top quality real milk and honey and is never made from powdered protein that leaves a chalky aftertaste. Core Power's unique ratio of 20 percent whey and 80 percent casein is the same ratio that is naturally found in milk.

Core Power is produced and marketed by Fair Oaks Farms Brands, which is owned by an independent group of 87 American family farmers dedicated to producing the highest quality health & wellness products in a way that is responsible to the health of people, our environment and the planet.

"Our unique cold filtration process which allows us to increase the amounts of protein and calcium is a true innovation in the dairy category," said Steve Jones, CEO at Fair Oaks Farms Brands. "Core Power replenishes strength and builds lean muscle after a workout. It's a perfect recovery drink for everyone from the elite athlete to those just trying to keep fit."

Originally marketed as Athletes HoneyMilk in Colorado and Texas, the new Core Power line of products will be delivered initially in select markets via Coca-Cola Refreshments' world class distribution system.

"At Coca-Cola we believe in providing a wide range of options that help empower consumers to make the beverage choice that best suits their lifestyle, occasion and need," said Julie Francis, Chief Commercial Officer, Coca-Cola Refreshments. "Lending our distribution and marketing expertise to help deliver new Core Power to consumers is another way to provide customers and consumers with additional beverage choices."

"This new brand is part of an exciting category for consumers and retailers that is still in the early stage of its growth potential," said Deryck van Rensburg, President of Coca-Cola North America Venturing and Emerging Brands (VEB) who views this as another great example of how the Coca-Cola system participates in the development of the next generation of beverage brands.

Core Power will be available in 26g and 20g protein versions and comes in 11.5 ounce recyclable plastic bottles. It is aseptically packaged so can be distributed in a shelf stable environment until chilled before consumption. Its great taste profiles are enhanced through the addition of natural sweeteners and high quality flavors. Core Power is available in the following flavors:

• 26g Honey – Crisp, clean & refreshing, honey's natural energy comes from both fructose and glucose.
• 26g & 20g Chocolate – Enjoy the intense, comforting and flavorful characteristics of chocolate milk.
• Vanilla 26g – Satisfyingly delicious, reminiscent of the rich goodness of vanilla ice cream.
• Strawberry Banana 20g – Vibrant strawberry and fresh, smooth banana, sweetened with just a touch of honey.

All five drinks are lactose- and gluten-free. Simple and natural on the inside, Core Power flavors also feature a fresh, modern look on its packaging, adding energizing refinement to any occasion.

The 26g varieties also boast 14 grams of essential amino acids and 5 grams of branched chain amino acids. The product is endorsed by triathlon athletes including Craig Alexander and Laura Bennett.

Coca Cola’s move into the protein fortified drink sector matches the predictions made recently by Innova Market Insights about a surge in global demand for protein products. The market research company says that intellectual property development and patent activity is on the rise, according to new data to be presented by Innova Market Insights at this year's IFT Food Expo in Las Vegas (26-28 June, 2012). The market researcher found that the US accounted for over 40% of recent alternative protein patent activity [1980-2011].