Nutrition Experts Against New Milk by Coke
Published By : 12 Feb 2015 | Published By : QYRESEARCH
Nutritionists are voicing their opinions against Fairlife, the new supermilk launched by Coca-Cola.
Keri Gans, a registered dietician, said that milk is already packed with ample nutrients; there is no real need for the contents to be changed.
Coca-Cola seems to be relying on the numbers to sell its drinks – the new dairy product contains 30 per cent more calcium, 50 per cent more proteins, and 50 per cent less sugar.
Spokesperson for the Academy of Nutrition and Dieticians and nutritionists Alissa Rumley, said that while the nutrition contents of Fairlife sound very appealing to American consumers, they are already receiving sufficient amounts of protein. If people need more protein, they should eat more eggs and almonds. If they need more calcium, they should increase their intake of dark leafy greens. Rumley also referred to the Coke product as Frankenmilk.
Other nutrition experts also raised their voice against the fact that Coke is advertising Fairlife as low on sugar. Milk is naturally loaded with wholesome lactose and not processed sugars. Therefore there is no need to reduce the sugar content in it. Gans, who wrote ‘The Small Change Diet’, said that sugar in milk had never been perceived as a problem that had to be negated.
Coca-Cola reduces the sugar content in milk by making use of enzymes that break down lactose into simple sugars.
The move by the global beverages giant seems like an attempt to earn more customers, experts say. More and more consumers are turning away from aerated drinks that have been slammed for being excessive in sugar. Sales of soda products have fallen to the greatest low in 19 years post 2013.
Coca-Cola remains unfazed in its drive to promote Fairlife and intends to make the new dairy beverage a household commodity.
The product was released in 2014. At the time, the president of Coca-Cola North America, Sandy Douglas, said that Fairlife was essentially the premiumization of milk.