Last week, Coca-Cola launched its new "premium" line of milks, called Fairlife. The products are being marketed primarily on nutritional value and sustainability. To make them, milk gets separated into five component parts — water, vitamins and minerals, lactose, protein, and fat — then recombined in a specific ratio to end up with a rebuilt milk that boasts about half the sugar and double the protein of the regular stuff, along with being lactose-free.

The marketing push for Fairlife had a rough start with this summer's poorly received pinup girls. Now Coca-Cola is highlighting sustainability along with nutritional value. Despite carefully avoiding the word "organic" in reference to the farms that supply the milk, the promotional materials for Fairlife focus, in pretty vague terms, on the traceability of its "grass to glass" production chain.

Fairlife milk's national average price ($4.29 for a 52 oz. bottle) is over twice the price of conventional milk (about $2 for 64 oz.) and slightly more than organic milk (about $4 for 64 oz.).

All of which is also to say that Coca-Cola is likely betting on nutrition and production process, rather than taste, as the factors that will help its milk sell better than the traditional stuff, which has been declining in sales for years. Reviews of the product so far have been mixed. But we were still curious: Would normal humans be able to tell the difference between Fairlife and regular milk? And would they like it more, or less?