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(Hosting-NewsWire.com, December 16, 2012 ) Orlando, FL -- In a pairing of odd bedfellows, the Coca-Cola Company has partnered with US-based Select Milk Producers.
The reason is more simple than one might initially think: Coca-Cola simply wants to make more money by investing in a product.
The soda giant is looking to invest in Core Power, a high-protein milkshake brand that will be a supposed nutritional product.
Coke's investment, which has yet to be disclosed, is directly into Fair Oaks Farm Brands. The company is the direct parent of Core Power. Coke's investment is being lead by the Venturing & Emerging Brands group.
The involvement with Core Power is not exactly new, as the company partnered with Fair Oak Farm Brands earlier in the year. That initial partnership was a significant one, and the newest move is simply logical from a business standpoint.
VEB president, Deryk van Rensburg, recently identified dair-based sports beverages, geared toward recovery, as an “exciting category... in the early stages of growth potential.”
The Core Power product will be available in 20g and 26g of protein versions. The packaging is thought to be at 11.5 fluid oz, recyclable PET.
Coca-Cola and Select Milk Producers released a joint statement, nothing that the partnership has validated the potential both parties assume will produce a value-added health drink for all.
“Our leadership in technology, innovation, and sustainability within the dairy industry, combined with the Coca-Cola Company's brand development and distribution capabilities will enable a new portfolio of nutritional beverages with a strong growth potential,” said Mike McCloskey, Select CEO.
When CEO of Fair Oaks Farms Brands, Steve Jones, discussed Core Power, he stated: “Our initial launch of Core Power is off to a great start and this new partnership will help us realize our vision of becoming a leading health and wellness company and the most trusted brand leader in dairy nutrition.”
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