Milk is a staple in most households and a source of essential nutrients, especially when it comes from popular brands like Fairlife Milk. But lately, a question seems to be doing rounds: “Is Fairlife Milk going out of business?”
If you are a fan of Fairlife Milk, then you might have also asked yourself this question, especially when the milk became a scarce commodity in stores. So, what’s causing the Fairlife Milk shortage? Or could it be the issue the company had in 2022 about animal abuse?
In this post, we will take a closer look at Fairlife Milk to help you see what has been happening behind the scenes lately. Of course, we trust that by the end of the article, you will already have an answer to the question, ‘Is Fairlife Milk going out of business?’ and more. So just keep reading!
Table of Contents
Is Fairlife Milk Going Out of Business?
Let’s quickly answer this before proceeding further in the post. Well, the answer is no, Fairlife Milk is not going out of business.
Despite encountering rough patches, particularly with controversies surrounding animal care and supply issues, Fairlife Milk has not folded its operations as of the time of writing this post. It is true that there was a Fairlife Milk shortage recently, but there were some other factors causing that and not because the company is going out of business.
As we dive deeper into all of these in the latter sections of this post, we want you to have your mind at rest that Fairlife Milk is not going anywhere. The company is still very much in operation and has been putting in every effort to make sure its products are available in the market again to serve its loyal customers.
You may also like:
A Quick Look at Fairlife Milk
Founded in 2012, Fairlife is a company created to produce a healthier type of milk by having its milk contain higher protein and lower sugar content. The brand managed to curate a consumer base that admired its nod to health and the environment.
Using a specialized filtration and ultra-pasteurization process, Fairlife’s milk not only promises enhanced quality and longer shelf life (90-110 days unopened, 14 days when opened), but also has delightful taste and nutritional benefits. Even physicians recommend the milk, especially for the young ones.
But, of course, it’s not all smooth sailing. With the controversies over animal abuse in 2019, Fairlife had to endure a dent in its reputation and navigate through the waves of customer distrust. We will have a better look at that in the section below.
What’s Happened to Fairlife?
The brand came under intense scrutiny in 2019 when undercover footage from Fair Oaks Farms (a supplier to Fairlife) revealed disconcerting animal abuse. The shockwaves resulted in multiple outlets and consumers leaving the brand for their competitors.
Apart from having a drop in sales at the time, the brand also got sued by a couple of bodies for the incident. However, since that time of intense backlash, Fairlife has restrategized and now presents itself as a better brand by being more committed to preventing any such future occurrences.
They have invested over $8 million since 2015, focusing on ethical animal treatment and assuring better welfare for the creatures involved in their production processes.
However, laws known as “ag-gag” laws, which prevent imaging or filming on industrial animal farms, have made it impossible for consumers to truly validate Fairlife’s adherence to their commitment to improved animal welfare.
What Caused the Recent Fairlife Milk Shortage?
Yes, there was a shortage. The fan-favorite Fairlife Chocolate Milk vanished from the U.S. stores’ shelves in September 2020, sparking curiosities and multiple theories. People have given many reasons for this shortage, and many Fairlife loyal customers have even asked, ‘Is Fairlife Milk going out of business?’
So, what caused the shortage? Let’s see some reasons we have been able to pinpoint.
#1: Supply Chain Disruptions
The COVID-19 pandemic severely impacted global supply chains, causing significant dilemmas in dairy production and distribution. This badly affected Fairlife Milk, which made it almost impossible to produce and distribute the product. Because of that, there was less and less Fairlife milk present on the shelves of stores.
#2: Increased Competition
Of course, like in every other industry, Fairlife Milk is also facing intense competition in the dairy product industry. The increased popularity of plant-based milk alternatives, such as almond, soy, and oat milk, has eaten into the market share of dairy products like Fairlife.
So, if you are not seeing as much Fairlife Milk on the shelves as you used to, some alternatives have likely taken its place.
#3: Ethical Concerns
Fairlife encountered a reputation crisis due to the animal abuse allegations on its partner farms. This, of course, steered previous loyalists away from the brand. Because of that, many stores would not keep their products on their shelves. This went on for a while, and Fairlife Milk became increasingly scarce to come across.
#4: Affordability in Regular Purchase
The additional resources required for Fairlife’s enhanced protein content raise the cost, making it less affordable relative to competitors.
#5: Dairy Farming Challenges and Ingredient Shortages
Unpredictable weather conditions and ingredient availability (like cocoa for chocolate milk) are variables that directly impact milk production and availability.
Did Coca-Cola Buy Fairlife?
Indeed, the soft drink giant, Coca-Cola, which initially owned a minority position in Fairlife through a joint venture, acquired the remaining stake in 2020.
Fairlife has been a shining star in the Coca-Cola portfolio, even touching $1 billion in annual retail sales despite facing numerous challenges. Fairlife’s commitment to improving its animal care and maintaining product quality and safety has been steadfast and is seen in their significant investments towards animal welfare and product development.
Is Fairlife Milk Going Out of Business – Final Note
Despite a rollercoaster of ups and downs, Fairlife has managed to stay afloat in the competitive dairy market. Through proactive strategies focusing on sustainability and tackling ethical concerns, Fairlife has been able to find its way through the various challenges it faces.
And while controversies and shortages may cast shadows of doubt among consumers, you should know that the company is not waving the white flag yet. Fairlife Milk is not going anywhere!
FAQs
Is Fairlife Being Discontinued?
No, Fairlife is not discontinued. They continue to be popular and sought-after products due to their high protein content, essential nutrient fortification, and varied options catering to diverse preferences and dietary needs.
Why is Fairlife Milk so Popular?
Fairlife Milk has garnered popularity for several reasons, including:
- Protein-Rich: It contains 50% more protein compared to other milk brands.
- Nutrient-Fortified: It is fortified with essential vitamins and minerals like A, D, and B12.
- Lower Sugar: It offers a lower sugar content, appealing to those seeking a reduced-sugar diet.
- Smooth Texture: The smooth and creamy texture enhances the drinking experience.
- Brand Trust: Being backed by Coca-Cola, the brand is trusted and ensures quality.
- Variety: It provides various options, including whole, reduced-fat, fat-free, and flavored varieties.
What is the Product Range of Fairlife?
Fairlife offers a spectrum of ultra-filtered, lactose-free milk products. These include:
- The nutrient-dense Fairlife 2% Ultra-Filtered Milk
- The wholesome Fairlife Whole Ultra-Filtered Milk
- The decadent Fairlife Chocolate Ultra-Filtered Milk
- The lean Fairlife Fat-Free Ultra-Filtered Milk.
- For fitness enthusiasts, their High-Protein Shakes are a hit due to their rich nutrient profile and assistive role in workout recovery.