The site will help the brand’s continued expansion in the Northeast market, with the new 100-acre facility just outside of Rochester. Coca-Cola – which fully acquired fairlife in 2020 after eight years of investment in the company – says the facility represents its ongoing commitment to the brand.
The site is expected to source from local milk co-operatives and distribute them to retailers across the region.
fairlife CEO Tim Doelman said, “Consumer demand for fairlife products is at an all-time high, and a new production facility will allow us to significantly increase capacity and deliver fairlife to even more households across the country. As we continue to grow in the Northeast, Webster’s proximity and access to best-in-class dairy farmers make it an excellent location to support our next phase of growth in the region and beyond.”
Groundbreaking and construction of the new facility are expected to begin in Q4 2023, following due diligence and appropriate approvals. The facility is anticipated to be operational beginning in Q4 2025.
Ultra-filtered milk fairlife launched in 2012, with the milk concentrating protein and calcium but filtering out most of the sugar.
The company has since exceeded $1bn in annual retail sales and offers a range of products including fairlife ultra-filtered milk, Core Power protein shakes, and fairlife Nutrition Plan meal replacement shakes.
The Coca-Cola Company has been a strategic partner to fairlife since it was launched in 2012 through the company’s ultimate acquisition of it in 2020.
The dairy industry is New York’s largest agricultural sector with a significant contribution to the state's economy. The Town of Webster is well situated between dairy cooperatives in the Rochester and Niagara regions, with a surrounding workforce that has the relevant manufacturing and food and beverage experience, making it the ideal location for fairlife’s expansion, notes Coca-Cola.