Coke makes moves in the dairy space
August 20, 2012
A Coca-Cola division in June said it will distribute Core Power, a high-protein milk shake marketed as a recovery beverage to serious athletes. Core Power is produced and marketed by Fair Oaks Farms Brands, an independent group of 87 American family farmers.
Core Power was originally marketed as Athletes HoneyMilk in Colorado and Texas. The new line of products will be delivered initially in select markets via Coca-Cola Refreshments’ distribution system.
“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 recoverydrink for everyone from the elite athlete to those just trying to keep fit.”
PepsiCo owns Gatorade, a popular recovery beverage.
In a statement, Julie Francis, Chief Commercial Officer, Coca-Cola Refreshments, said “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.”
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 it can be distributed in a shelf stable environment until chilled before consumption. All five drinks are lactose- and gluten-free.
Fair Oaks Farms Brands is a health and wellness company that produces and markets premium, quality nutrition products. The company is owned by a cooperative of 87 family-owned dairies in West Texas, New Mexico and the Midwest. Its flagship farm is in Fair Oaks, Ind.