ATLANTA — Over the next few weeks, Coca-Cola will begin nationwide rollout of Fairlife, the company’s new premium milk, boasting more protein and less sugar than regular milk. The beverage giant is hoping the new offer will help lead a diversification effort, as American soda sales continue to decline.

Further, as noted in the Washington Post, Americans are increasingly seeking to get more from their beverages, in the form of added protein, vitamins, fiber and other healthy add-ins. The milk category, untapped by Coke until now, could be ripe for a remake.

“It’s basically the premiumization of milk,” Sandy Douglas, president of Coca-Cola North America, said at an analyst conference in November, according to the Washington Post.

Fairlife, which Coca-Cola formed in partnership with dairy cooperative Select Milk Producers in 2012, says its milk goes through a filtration process similar to skim milk. Filters are used to separate the various components in milk. Then, more of the favorable components are added, while the less desirable ones are kept out. The result is a drink that Fairlife says is lactose free and has 50% more protein, 30% more calcium and 50% less sugar than regular milk.

The company will also introduce Core Power, marketed specifically to athletes, that has even more protein and calcium than standard Fairlife milk.

In an interview with the Washington Post, Fairlife CEO and former Coke executive Steve Jones told the publication that he thinks his company can help reverse the ongoing decline in milk consumption by offering a superior product. Major retailers including Walmart, Target, Kroger and Safeway have agreed to carry it and Coca-Cola’s Minute Maid team plans to make it available wherever milk is sold. Over time, Coca-Cola is hoping premium milk can become a significant driver of growth.