This might come as a shocker to the milkman or cows, but Coca-Cola are to launch a range of fizzy milk drinks.
Trials of the new product - Vio - started last month in New York where it is being marketed as a refreshment drink, and comes in four "natural" flavours - peach mango, berry, citrus and tropical colada.
It sells for about 1.50-pound a bottle, no chilling required.
It was developed by scientists at the firm's laboratories in Atlanta, Georgia.
One of Coke's copywriters claims it tastes "like a birthday party for a polar bear".
A flavour tester for BevNET.com, a drink industry research site, who tasted the citrus version, said: "It's big on milk flavour and, as a result, has a somewhat creamy body. It didn't seem sweet until you consumed almost a whole bottle."
David Cotton, vice-chairman of the Royal Association of British Dairy Farmers, said: "Anything that helps to sell milk is great. If Coca-Cola want to market fizzy milk and give us the odd shilling, we would be very happy."