Will Santa Claus be delivering presents with a caffeine buzz this year? Probably not. Even though Coke is getting into the milk business, its new Fairlife milk product is caffeine-free.

At a time when experts are criticizing soda and questioning traditional milk's health benefits, Coke is hoping that Fairlife Purely Nutritious Milk will be the company's next cash cow.

Sandy Douglas, president of Coca-Cola North America, said at a recent conference announcing Fairlife that the company expects the premium dairy product to "rain money." The "ultra-filtered" lactose-free milk has 50 percent more calcium and protein and half the sugar of regular milk. It's also double the price.

The company also claims that the drink will be made from milk produced at 92 sustainable, family-owned farms.

Scheduled to launch nationwide in 2015, Fairlife is sold in Twin Cities area grocery stores such as Cub, Jerry's and Lunds and Byerly's.

But Fairlife has struck a nerve — some are calling the product sexist. While testing the milk this summer in Denver and Minneapolis, the brand released ads featuring pin-up-style models wearing nothing but liquid milk dresses. Some of the women were also standing on scales.

Fairlife defended the ads as being a "unique marketing campaign." On its website, the company wrote that the ads turn "real milk into high fashion to re-create the classic mid-20th-century pinups of American artists." □