Fairlife Purely Nutritious Milk is available at Albertsons stores now, and coming later in March to Walmart and Safeway.

To promote the new product, Fairlife produced a provocative ad campaign featuring models covered in milk — and not much else.

The ads use images created by London-based Polish artist Jaroslav Wieczorkiewicz. He specializes in photographing women covered in milk. For the Fairlife ads, he created a series of images inspired by vintage pin-up girl calendars. The ads will appear on billboards and in print around town.

(Fairlife)

Produced through a filtration process, the milk has 50 percent more protein and calcium than regular milk, half the sugar and no lactose. It tastes like regular milk (no chalky texture) and comes in skim, 2 percent and chocolate.

Fairlife milk comes in 32-ounce ($2.99) and 52-ounce bottles ($3.29 to $4.29).

Fairlife was founded by Indiana dairy farmers Mike and Sue McCloskey.

The milk comes from Select Milk Producers, a co-op of dairy farms in New Mexico, Texas and the Midwest that also provides the milk for Core Power, a popular milk-based recovery drink that was the official protein drink of the Sochi Olympics.


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Both Fairlife and Core Power are partners in Coca-Cola's Venturing and Emerging Brands unit.


(Fairlife)