有錢就任性 可口可樂開賣高價牛奶
Coca Cola is to to produce its own brand of milk as it expands from carbonated sugary drinks.
可口可樂將生產自己品牌的牛奶作爲對含糖碳酸飲料業務的擴展。
The American drinks giant is making a daily pint called Fairlife which it predicts will ‘rain money’ for the firm.
這家美國飲料巨頭生產的每日一品脫名爲Fairlife的牛奶，聲稱會給公司帶來巨大收益。
The new product will cost double the price of traditional versions containing higher protein, less sugar and it will be lactose free.
新產品含有更多蛋白質，更少糖且不含乳糖，其價格是普通牛奶的兩倍。
Fairlife will contain 50 per cent more protein, 50 per cent less sugar than normal milk, and 30 per cent more calcium.
Fairelife牛奶會比普通牛奶多加50%的蛋白質，30%的鈣，減少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.
可口可樂自從碳酸飲料的主要業務導致利潤下滑之後，將日常業務轉戰生產飲用水和辛普利果汁。
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’.
這款牛奶號稱比普通的巴氏消毒的牛奶保質期更長——因爲“我們在更短的時間裏用更高的溫度爲我們的牛奶消毒”。
Consumers are increasingly drinking healthier products containing less fat and sugar.
消費者更願意購買包含少量脂肪和糖分的健康的產品。
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.’
在消費者大會上，可口可樂全球首席客戶官桑迪·道格拉斯說道：“我們會在這陣子投資我們的牛奶產業來鞏固品牌，所以在早些年也許它並不會帶來巨大效益。但是和辛普利果汁一樣，只要你做好了，錢就會來了。”
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.’
道格拉斯說道，這款牛奶會在美國的明尼蘇達州進行測試並稱“（牛奶）喝起來味道更好，而且比我們過去一壺一壺買的牛奶要多收兩倍的錢”。
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.
牛奶經過特殊的濾除脂肪和糖分的程序，且可口可樂希望在迅速發展的運動飲料和能量飲料的市場中，它能具備一定競爭力。
It comes at a time when milk sales in America have been tumbling as consumers moved to orange juice and other drinks.
每次隨着消費者們轉戰購買橙汁和其他飲料，美國的牛奶銷量就下滑。
A spokesman said Fairlife is only available in America at present.
一位可口可樂發言人聲稱Fairlife牛奶現在只在美國銷售。
