The pivotal moment came in 2011 with the co-founding of Fairlife LLC, now a powerhouse subsidiary of Coca-Cola and the number one milk brand in the U.S. Dr. Rehman’s key innovation was not a new flavor but a fundamental reinvention of milk processing itself: ultrafiltration technology. This groundbreaking process selectively separates milk components, allowing scientists to create a nutritionally superior product by concentrating natural protein and simultaneously removing much of the natural milk sugar and all of the lactose.

Fairlife’s success under Dr. Rehman’s scientific leadership has been monumental, illustrating the massive commercial potential of value-added dairy. As of 2024, an astonishing 33% of U.S. households consume a Fairlife product, and the brand holds market share leadership in both the value-added dairy and competitive ready-to-drink sports nutrition categories. This commercial growth culminated in Fairlife reaching $3 billion in total retail sales in 2024 and being recognized as one of the “World’s Best Brands of 2024” by Time Magazine.

The impact extends beyond sales, representing a significant nutritional transformation for the industry. In 2024 alone, the company achieved the health milestone of removing 100 million pounds of sugar from the American diet, replacing it with an additional 120 million pounds of protein. This breakthrough technology has established new category definitions, spawning trusted product lines like Core Power high-protein shakes and Fairlife Nutrition Plan shakes, setting a new gold standard for modern fluid milk processing.