The Coca-Cola Company has announced the discontinuation of its latest flavour, Coca-Cola Spiced, less than eight months after its debut.
The decision, revealed on Wednesday, comes as the beverage giant seeks to enhance its product offerings according to evolving consumer tastes, with plans for a new flavour set to be introduced next year.
Coca-Cola Spiced and its zero-sugar variant were launched on February 19 in the U.S. and Canada, touted as the first permanent addition to the North American portfolio in three years. However, the company has decided to phase out the flavor, which it marketed as a refreshing twist on its classic cola.
While Coca-Cola did not provide specific reasons for the beverage’s underperformance, industry experts speculate that the flavor’s name may have contributed to its lackluster reception.
Many consumers reported that Coca-Cola Spiced, despite its name, leaned more toward a fruity raspberry flavor rather than offering the anticipated spiced taste.
Furthermore, the rapid development cycle—just seven weeks—has been suggested as a possible factor, as the typical innovation timeline for Coca-Cola spans nearly a year.
Coca-Cola’s North American marketing chief, Shakir Moin, previously highlighted the company’s need for agility in today’s fast-paced market.
“Consumers are moving faster. The market is moving forward faster. We’ve got to be faster than the speed of the market,” Moin stated in February, signaling the company’s intent to adapt quickly to shifting consumer preferences.
In addition to exploring new flavors, Coca-Cola has also made significant efforts to attract younger consumers. Last year, the company launched Coca-Cola Creations, a series of limited-edition flavors infused with unique ingredients such as coconut and watermelon.
More recently, it debuted an Oreo-flavored Coke that featured special black-and-white packaging, further showcasing its commitment to creative and unconventional products.
Moreover, the Atlanta-based company is increasingly investing in the alcoholic beverage market. Coca-Cola introduced its first U.S. alcoholic drink, Topo Chico Hard Seltzer, in 2021 and recently partnered with Bacardi Limited to launch a pre-mixed rum-and-Coke cocktail in Europe and Mexico next year.
