A milk protein-based post-workout recovery drink made by Fair Oaks Farms Brands will expand distribution from under 1,000 stores to about 10,000 with the help of a popular soda company.
Coca-Cola will help Fair Oaks, owned by the Southwestern dairy cooperative Select Milk Producers, expand its distribution from test markets to national distribution. The Chicago Tribune reports Fair Oaks is charged with developing value-added dairy-based products.
Core Power, the milk protein drink sweetened with honey, was created 18 months ago and currently sells in 500 to 700 stores in Texas and Colorado. Flavors include chocolate, vanilla, honey and strawberry banana.
With its wider distribution, Fair Oaks plans for more endurance athletes, weight-lifters and yoga and pilates enthusiasts to reach for the lactose-free drink after working out.
"This new brand is part of an exciting category for consumers and retailers that is still in the early stage of its growth potential," Deryck can Rensburg, president of Coca-Cola North America Venturing and Emerging Brands, said in a statement.
The drink will be available in Chicago, Indianapolis, and select markets in New Mexico, Nevada and the Great Lakes region when the initial phase of expansion starts July 9.