No, it's not some newfangled flavor of soda; Coca-Cola is shifting its sights in the beverage industry and mooooving in on America's favorite healthy beverage [1]: milk. The new beverage, called Fairlife [2], is said to contain 50 percent more protein, 30 percent more calcium, and half the sugar of regular milk — a fitness buff's dream. But with upped nutrients comes a higher price. The president of Coca-Cola North America told analysts at Morgan Stanley, "We'll charge twice as much for it as the milk we're used to buying in a jug." The brand recently stirred up controversy with its advertising campaign [3] that features women portrayed as pinup girls. Clearly, this isn't your average "Got Milk" ad. So, would you start making your morning smoothies with Coca-Cola's fancy new foray? Let us know!