Coca-Cola is gearing up for a major push in the dairy protein market once new production capacity comes online, CEO James Quincey said at a Morgan Stanley conference on Dec. 2.
The company’s Fairlife brand has already made Coca-Cola the largest value-added dairy player in the US, and under the Santa Clara brand, it holds the same position in Mexico.
To meet rising demand, Coca-Cola is building a $650 million, 745,000-sq-ft plant in Webster, New York, set to open in 2026. The added capacity will allow the company to stop limiting product supply to retailers and begin launching new flavors, new pack sizes, and even new dairy categories using its Fairlife filtration technology.
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Quincey noted that expanding dairy products to other countries is complicated due to different agricultural and regulatory systems, but the opportunity remains strong.
Coca-Cola also plans to use AI more aggressively. For events like the FIFA World Cup 2026, AI will help deliver more targeted marketing. Retailers can now place orders online, and AI systems can suggest what to stock based on what successful stores are buying.
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