Coca-Cola Company makes first direct investment in US dairy brands

The Coca-Cola Company is partnering with US-based Select Milk producers to invest in growing the Core power high protein milk shake brand and create a complementary value-added nutritional dairy portfolio.

The investment is announced on Dec 4 for an undisclosed sum in Core Power parent Fair Oaks Farms Brands is being led by Coke`s Venturing and Emerging brands (VEB) group, an entity that identifies high-potential growth brands in the North American beverage space.

Coke`s involvement with Core Power is not new, since the company partnered with brand owner Fair Oak Farm Brands earlier this year to add the shakes to its distribution network -following a strategic then national launch model - in a move many believed presaged an investment in the firm.

That partnership was significant, as the new one with Select Milk Producers, because the moves mark Coke`s first steps to directly strike out territory in the US dairy sector, beyond juice, waters and sodas.

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