The story of milk often begins in a simple pasture, but for Dr. Shakeel Rehman, it began in the lush, rolling valleys of Kashmir, where milk was a foundational pillar of life, connecting families, communities, and livelihoods. That early fascination, born from tending to the family’s cows, blossomed into a singular, lifelong quest that would eventually transform the global dairy case.
Today, Dr. Rehman stands as one of the most influential figures in food science—the Chief Science Officer and Co-founder of Fairlife LLC, a powerhouse subsidiary of Coca-Cola and the number one milk brand in the U.S. His journey, marked by scientific brilliance and purpose-driven innovation, is a testament to how deep-rooted curiosity can reshape an entire industry.
From Kashmiri Fields to Global Laboratories
Dr. Rehman’s academic path was a deliberate pursuit of dairy excellence. His foundational education started in India with a Bachelor’s degree in Dairy Technology and a Master’s in Dairy Foods Technology from Gujarat Agricultural University. But his hunger for deeper knowledge took him across continents to University College Cork in Ireland, where he earned his Ph.D. in Food Science and Technology.
His professional career became a globe-spanning research voyage. He honed his expertise as a Research Scientist at the Dairy Products Technology Center at California Polytechnic State University, where he began developing the cutting-edge filtration technologies that would later become his signature innovation. This journey was further enriched by roles in India’s National Cooperative Dairy Federation, Nada Dairy in the Middle East, and research appointments across Ireland, Scotland, and the United States, allowing him to gather a truly global perspective on dairy processing and potential.
The Birth of Fairlife and the Ultrafiltration Revolution
The year 2011 marked a pivotal moment. Driven by a vision to make milk healthier, more accessible, and scientifically superior, Dr. Rehman co-founded Fairlife LLC. His innovation wasn’t a new flavor or a new cow; it was a fundamental reinvention of how milk is processed.
The core of this revolution is ultrafiltration technology . This groundbreaking process selectively separates milk components, allowing scientists to enhance the nutrition profile of milk itself:
- Enhanced Protein: By concentrating the natural protein, Fairlife milk delivers significantly more muscle-building fuel.
- Reduced Sugar: It removes much of the natural milk sugar.
- Lactose-Free: It completely removes lactose, making it easy to digest for those with sensitivities, all while retaining the essential vitamins and minerals.
This scientific advance transformed a traditional staple into a value-added, functional beverage.
Redefining Modern Nutrition: The Fairlife Impact
Under Dr. Rehman’s scientific leadership, Fairlife’s success has been monumental. The numbers illustrate a brand that hasn’t just grown, but has established a new category:
Market Dominance and Recognition
- As of 2024, an astonishing 33% of U.S. households consume a Fairlife product.
- The brand holds market share leadership in both value-added dairy and the competitive ready-to-drink sports nutrition categories.
- In 2024, the brand earned significant global accolades, being recognized by Time Magazine as one of the “World’s Best Brands of 2024” and by Newsweek as one of the most trusted brands in America.
Nutritional Transformation
Fairlife’s impact extends far beyond commercial success; it’s a nutritional one. In 2024 alone, the company achieved remarkable health milestones:
- It eliminated 100 million pounds of sugar from the American diet.
- It replaced that sugar with an additional 120 million pounds of protein.
This success propelled Fairlife to reach $3 billion in total retail sales in 2024, becoming the second fastest-growing non-alcoholic beverage brand in the U.S., a position that quickly rose to fastest-growing trademark by early 2025.
A Legacy of Innovation and Influence
Dr. Rehman’s pioneering work is directly responsible for creating category-defining products that consumers now trust:
- fairlife® ultra-filtered milk: The original innovation, a step-change in everyday milk.
- Core Power® high-protein milkshakes: A standard-bearer in sports nutrition.
- Fairlife Nutrition Plan shakes: A leader in the growing adult nutrition segment.
His influence has permeated the entire industry. Competitors have followed suit, creating their own ultra-filtered products like MooTopia® (by H-E-B) and CARBmaster™ (by Kroger), solidifying the fact that Dr. Rehman’s technology has become the gold standard for modern fluid milk processing.
With over 200 U.S. and international patents to his name, his contributions are not limited to the lab. He has authored twenty-six peer-reviewed articles and four book chapters on dairy science, shaping the scientific understanding of milk, cheese, and dairy protein potential for the next generation.
Science with Soul
For Dr. Rehman, the journey has always been about more than technology; it’s about purpose. He operates with a philosophy he calls “Science with Soul,” viewing milk not just as a commodity, but as a universal symbol of nourishment and human connection.
He is celebrated within the Coca-Cola ecosystem and the wider food industry not only for his scientific breakthroughs but also for his mentorship, guiding teams to grasp the crucial relationship between rigorous science and great branding.
As Dr. Shakeel Rehman aptly puts it, “I’ve always believed that science should not only advance technology—it should make food more meaningful for everyone.”
From the simple dairy farms of Kashmir to the cutting-edge laboratories leading a global brand, Dr. Rehman’s journey is an inspiring example of how profound curiosity, compassion, and scientific rigor can converge to transform a traditional staple and, in doing so, nourish the world—one scientifically-enhanced glass of milk at a time.
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