Dive Summary:
- The company plans to invest in a stake of Fair Oaks Farm Brands, maker of the popular Core Power, a high-protein shake.
- Teaming up with Select Milk Producers Inc. in a joint venture, the company hopes that the key to their prolonged success is focusing on a lineup made of more than just soft drinks.
- Core Power, joining Dasani and Powerade, mark a specific and directed breach into the health/wellness category of drinks (which happens to also be one of the fastest growing sectors of the beverage market).
From the article:
Coca-Cola said the deal will help it drive the expansion of Core Power and build a portfolio of products that feature the "value-added nutrition of dairy." The companies said the investment reflects the potential in health and wellness beverages. Coca-Cola already was distributor for Core Power drinks.
As consumption of sodas in the U.S. has declined in recent years, Coca-Cola has invested more heavily in expanding its portfolio of drinks, which include Powerade sports drinks and Dasani bottled water.
