Coca-Cola, a giant in the world of soda and other bottled beverages, will launch a brand-name, premium milk, called Fairlife, in 2015, says Bloomberg. Most shoppers look for low prices when they buy milk – there are arguments that milk is sold as a “loss leader” to bring consumers into the store. Per-capita consumption of milk has been on a decline for years. Says Bloomberg, “Fairlife isn’t your average milk: It’s got more protein and calcium than standard milk, half the sugar, and is lactose-free. It’s also expensive, with initial prices (in test markets) running 65¢ more per quart than conventional milk.”