In January 2020, the company added a range of coffee creamers to its lineup with four flavor options: regular, Hazelnut, Vanilla and Caramel. It's marketed as having 25% less sugar " compared to regular low-fat chocolate milk". It currently comes in four all-natural flavors, including Rich Chocolate, Smooth Vanilla, Very Strawberry and Dairy ‘Licious. In November 2015, Fairlife added its fa!rlife YUP! brand to its lineup, which was marketed to "tweens" and young adults. Fairlife is marketed as an ultra-filtered milk, as well as "a dairy option that is sourced from sustainable family farms."
Later, in February 2015, the Coca-Cola Company officially launched Fairlife, and began to distribute the milk across the United States. The remaining Fairlife ads are equal parts awkward and demeaning." Plante, however, adds,"otherwise Fairlife has honed its pitch as a healthy, natural dairy product," mentioning the brand's marketing sheet. Laura Bates of The Guardian criticized the ads, claiming they sexualized women for commercial purposes and noting, "seeing these images of women’s bodies being used, once again, to advertise an unrelated consumer product ('Drink what she’s wearing') is a tedious reminder that when it comes to the objectification of women in advertising, we seem to be slipping backward instead of moving forward." Chris Plante of The Verge commented, "at worst the ad is selling consumers on the idea of drinking ultra-filtered milk off an ultra-sexualized woman, and at worst it's selling you 2% part milk. Business Insider reported that some Twitter users criticized the advertisements. In November 2014, an advertising campaign for the brand featuring pin-up girls covered in milk, with the taglines on the ads claiming the milk contained "50% more protein & calcium," was launched in the brand's Minneapolis and Denver test markets. The brand first appeared in Minnesota, where it launched in February 2014. In 2012, Fairlife, LLC was formed when Select Milk Producers entered into a partnership with The Coca-Cola Company.
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