有钱就任性 可口可乐开卖高价牛奶

Coca Cola is to to produce its own brand of milk as it expands from carbonated sugary drinks.

可口可乐将生产自己品牌的牛奶作为对含糖碳酸饮料业务的扩展。

The American drinks giant is making a daily pint called Fairlife which it predicts will ‘rain money’ for the firm.

这家美国饮料巨头生产的每日一品脱名为Fairlife的牛奶，声称会给公司带来巨大收益。

The new product will cost double the price of traditional versions containing higher protein, less sugar and it will be lactose free.

新产品含有更多蛋白质，更少糖且不含乳糖，其价格是普通牛奶的两倍。

Fairlife will contain 50 per cent more protein, 50 per cent less sugar than normal milk, and 30 per cent more calcium.

Fairelife牛奶会比普通牛奶多加50%的蛋白质，30%的钙，减少50%的糖。

Coke’s move into the dairy business follows a shift into water and its Simply juices as profits fall from its main range of fizzy drinks.

可口可乐自从碳酸饮料的主要业务导致利润下滑之后，将日常业务转战生产饮用水和辛普利果汁。

The milk claims it has a longer shelf life than ordinary pasteurised milk - as ‘we pasteurise our milk at an even higher temperature for less time’.

这款牛奶号称比普通的巴氏消毒的牛奶保质期更长——因为“我们在更短的时间里用更高的温度为我们的牛奶消毒”。

Consumers are increasingly drinking healthier products containing less fat and sugar.

消费者更愿意购买包含少量脂肪和糖分的健康的产品。

Speaking at a consumer conference Coke’s global chief customer officer Sandy Douglas said: ‘We’re going to be investing in the milk business for a while to build the brand so it won’t rain money in the early couple of years. But like Simply, when you do it well it rains money later.’

在消费者大会上，可口可乐全球首席客户官桑迪·道格拉斯说道：“我们会在这阵子投资我们的牛奶产业来巩固品牌，所以在早些年也许它并不会带来巨大效益。但是和辛普利果汁一样，只要你做好了，钱就会来了。”

Douglas said that the milk which has been tested in Minnesota in America will ‘taste better and we’ll charge twice as much for it as the milk we are used to buying in a jug.’

道格拉斯说道，这款牛奶会在美国的明尼苏达州进行测试并称“（牛奶）喝起来味道更好，而且比我们过去一壶一壶买的牛奶要多收两倍的钱”。

The product is specially filtered to extract elements of fat and sugar and Coke hopes that it will compete in the rapid growth sports and energy drinks market.

牛奶经过特殊的滤除脂肪和糖分的程序，且可口可乐希望在迅速发展的运动饮料和能量饮料的市场中，它能具备一定竞争力。

It comes at a time when milk sales in America have been tumbling as consumers moved to orange juice and other drinks.

每次随着消费者们转战购买橙汁和其他饮料，美国的牛奶销量就下滑。

A spokesman said Fairlife is only available in America at present.

一位可口可乐发言人声称Fairlife牛奶现在只在美国销售。