The legendary Coca-Cola Company pushes the boundaries. The world’s largest producer of beverages decided to close the gap in the line of soft drinks and plans to launch lactose-free milk. The analysts of Coca-Cola are sure that when their new brand Fairlife enters the local and the international markets, the profits will increase considerably. The American consumers had a chance to try and assess the new product, informs Sandy Douglas, the President Coca-Cola North America at the Global Consumer Conference, organized by Morgan Stanley. The price of Coca-Cola milk will be twice as high as of regular one due to better quality. New milk will also be healthier, as the share of calcium and proteins will be by 50% higher and of sugar – by 30% lower, than in usual milk. “This is premium class milk with the improved taste”, says Douglas, and underlines, that this product also has a great potential. The project is not directed at getting fast profit, although the company counts on higher profitability prospects in two or three years. It should be mentioned, that the Fairlife product is launched not in the best time, as milk sales in the United States fell significantly and numerous producers go through the financial problems. However, there is also some good news; as more and more consumers choose flavored milk. It is possible that the new product of Coca Cola will get its own place on the milk market and will return popularity to the product.