London, June 15 (ANI): A dairy farmer in New Zealand's North Island area has locked horns with soft drinks giant Coca-Cola over his invention of fizzy cola-flavoured milk in a can.
Richard Revell has been banned from selling his drink at the largest agricultural show in the southern hemisphere, The Telegraph reports.
Organisers of the annual National Fieldays in Hamilton, which attracts up to 140,000 visitors, have told him his product violates its contract with the international drinks corporation.
The Daily Telegraph quoted Revell as saying: "I was shocked. They told me it was because they have an exclusive supplier deal with Coca-Cola. We were trying to promote a locally made milk product in a marquee dedicated to Kiwi innovation. Where's the commercial contradiction?
Revell began developing his "MO2" drink six years ago using a self-built carbonation machine on his farm after he noticed that milk consumption was dropping.
"I wondered how I could make milk interesting and sell more of it. We realised the fun in drinks comes from bubbles, so we started carbonating it," he said.
Revell's cause has been depicted as a "David and Goliath" struggle in local media, and he said he would not be beaten by the Fieldays decision.
Meanwhile, in a joint statement, Coca-Cola and the Fieldays Society said: "We are unable to make an exception in this case as it would be unfair to those prior applicants who have approached us with a similar proposal." (ANI)