Coca-Cola’s newest product is hitting grocery shelves now. It’s what the dairy company Fairlife, the maker of the new product, calls “premium milk.”

“Fairlife is real authentic milk from the farm, from natural cows,” says Steve Jones, CEO of Fairlife. The company is emphatic about it being real because the milk is broken down and reassembled to make a a lower sugar, higher protein, lactose-free milk.

Milk and innovation haven’t exactly gone together in the past. John Sicher, editor and publisher of Beverage Digest, says this could be a win for Coke and Pepsi.

“Getting into beverages that provide protein is a good idea and something that I think we’re going to see both companies do over time,” he says.

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