Coke Moves Into Dairy With Sports Protein Drink

The company will distribute Core Power nationwide by year's end

   

Coke Moves Into Dairy With Sports Protein Drink

Coca-Cola (NYSE:KO) will market a high-protein sports drink aimed at athletes and people who exercise. Core Power, a lactose-free drink will feature milk protein, using honey as a sweetener. It will be available in a variety of flavors, including vanilla, honey, strawberry-banana and chocolate, the Chicago Tribune notes.

A spokesman for Coca-Cola described the new drink as part of an early-stage consumer category for beverages.

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The drink will be priced between $2.99 and $3.20. Originally named Athletes Honey Milk, the drink has been test-marketed in limited release for more than a year. Coca-Cola will distribute Core Power under an agreement with Chicago-based Fair Oaks Farms Brands.

The drink is currently available in about 700 locations across Texas and Colorado. Coca-Cola plans to sell it at 10,000 locations nationwide by the end of the year.

The move comes as rival PepsiCo (NYSE:PEP) ramps up marketing of its Gatorade line of sports-recovery drinks.

Shares of Coca-Cola moved up fractionally in early Thursday morning trading.


Article printed from InvestorPlace Media, http://investorplace.com/2012/06/coke-moves-into-dairy-with-sports-protein-drink/.

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