sugar laced soda have been causing illness and obesity,
sales have dropped. The people at Coke struck a deal with
diary farmers who also have seen a decline in sales due to
the large increase in breakfast bars and breakfast sandwiches.
So how is this new "Franken-Milk" going to help society?
Fairlife Boasts 50% more protein, 30% more calcium and 50%
less sugar than regular milk.
The products are being marketed primarily on nutritional value
and sustainability. To make them, milk gets separated into five component parts — water, vitamins and minerals, lactose, protein, and fat — then recombined in a specific ratio to end up with a rebuilt milk that boasts about half the sugar and double the protein of the regular stuff, along with being lactose-free.
“We’ll charge twice as much for it as the milk we're used to buying in a jug,” the president of Coca-Cola North America told analysts at a Morgan Stanley conference. “It's basically the premiumisation of milk," Coke's Sandy Douglas said, according to a transcript from the event. Douglas compared the milk to Coke's high-end juice brand, Simply. If the new milk does as well as Simply, in a few years it will "rain money," he said.*
*Huffingtonpost.com
I know this is America and it's the "Land of Opportunity" and I don't condemn people for earning a living. I am skeptical however of the sincerity in certain manufacture's motives. Is Coca Cola really concerned about our health and well being? Are they concerned about the animal's well being? Hmmmm... Their marketing slogans include from the co-founder this milk is “purely nutritious.” Other slogans; “Milk with Flair,” “Drink What She’s Wearing,” “Better Milk Looks Good on You,” and “Swing Into Something Better.” Their adds have thin pin-up type women dressed in immodest outfits made of milk. Is this necessary to sell a "natural product? With the focus on crossfit, marathon runners and increased general fitness, Coke seems to be betting on hitting a market of health conscious people.
I have a few concerns which I will voice now!
1. Do we really need to take something that is supposed to be made by nature and de-nature it? Whole foods have natural ingredients which work synergistically to provide macro and micronutrients in proper ratios which are generally safe, nourishing and nutritious. When we start deconstructing foods, we breakdown the nutritional integrity and destroy various natural nutrients during the processing. Does God or mother nature (depending on what you believe) really not know how to provide natural nutrients which our body can recognize and easily assimilate and process? Or is man in our limited wisdom and science know how to better create nutrient dense food? Don't even get me started on the whole GMO seeds, crops, growth hormone and antibiotics injected in our animals and passed into our digestive, nervous, cardiovascular and endocrine systems!!!! This is all to increase shelf life and profitability... Let's see it for what it really is!
2. "We Believe in better farming" As you may know, I have been a vegetarian for about 8 years. I have nothing against people who eat meat. I became a "veggiehead" because it made sense nutritionally for me personally. In fact my family eat meat and I have no problem with that! What I do have a problem with is the slogan, "We believe in better farming" Natural dairy farming allows cows to graze on grass outside in fields in natural light and air not on corn feed inside cramped buildings with artificial light. Another slogan used by Fairlife... “From grass to glass” is misleading. Instead, it’s a phrase used to describe their process of growing their own crops for their cows. According to the Fairlife rep, the company grows a mixture of GMO corn, soy, alfalfa, and grains that is used to feed their cows.*
*http://blog.primalpastures.com
Is this really better farming? Maybe from a financial standpoint. From a humane or health standpoint... I think not!
3. Do we really need 50% more protein from our milk? Consuming too much protein not only can lead to extra caloric intake and weight gain, but is difficult on the kidneys, and can lead to dehydration among many other issues. What is the biological value of the milk protein? Can our bodies process the denatured protein efficiently?
Considering the cost of this hybrid, synthetic milk, I personally am of the opinion it's not worth the hype. I question the motive of Coca Cola and the dairy farmers involved in the making of this product! Their promotions and promises are misleading. I question their sincerity in creating a nutritious product designed to help heal and nourish a sick nation or is it to increase lost revenue for a slumping soda and dairy market! Has the company who brought us products like Coke and various other sodas, Monster, Full throttle and NOS Energy Drinks suddenly decided to create a natural product with more protein, calcium and less sugar for our benefit? I personally don't think so... That's jus' my opinion tho!