Coca-Cola has decided to discontinue its Spiced flavor just six months after its launch, marking an unsuccessful effort to attract younger drinkers. This move is surprising, especially since Coca-Cola had promoted Spiced as a permanent addition to its product lineup.
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Decision to Discontinue Production
In a press statement, a company representative stated, “Coca-Cola is always looking at what our customers like and adjusting our flavors accordingly.” They announced that the discontinuation of Spiced is part of a plan to introduce an exciting new flavor in 2025. Although the company did not provide a specific reason for this decision, the lack of awareness about the new product and confusion over its flavor (it was not spicy as the name suggested) likely contributed to its poor sales.
Flashy Advertising Campaign
Coca-Cola introduced Spiced in February with a splashy advertising campaign, blending the traditional Coca-Cola flavor with raspberry notes. This product was designed to appeal to Gen-Z, who are known for seeking bolder flavors. However, in recent years, major soda companies like Coca-Cola have had to cede some of their flavor innovation to upstart brands like Olipop and Poppi.
Shifting Trends
As consumers increasingly seek richer and more complex flavors, Coca-Cola has routinely updated its lineup with limited-time offerings. They have launched sodas with ambiguous flavors like “Dreamworld,” “Starlight,” and “Byte,” along with a flavor created in partnership with DJ Marshmello that did not taste like marshmallow.
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Duane Sanford, editor of Beverage Digest, mentioned that Spiced “might have been lost in the shuffle” among those limited-time offerings. Although Coca-Cola intended for Spiced to become a permanent fixture in its product lineup, the reality did not align with their expectations.
Market Reaction
Coca-Cola does not disclose the sales of individual flavors, and Spiced was not mentioned in the company’s most recent earnings call. While Coca-Cola’s net revenue rose 2.9% in the second quarter, sales volumes in North America, where Spiced was sold, dropped by 1%.
Spiced is not the only flavor facing the axe; Coca-Cola has also confirmed the discontinuation of Cherry Vanilla, which launched in 2020, and Diet Coke with Splenda. This is part of a broader strategy to streamline its beverage portfolio, which began four years ago and resulted in the discontinuation of 200 drinks, including Tab, AHA Sparkling Water, and Odwalla.
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Shifting Drinking Preferences
Consumers are moving away from sugary sodas in favor of sparkling waters and hydration beverages. In response, Coca-Cola is expanding its Topo Chico water line and its BodyArmor brand. While the Spiced flavor may not have succeeded, Coca-Cola is continuously seeking new avenues to meet the diverse needs of its customers.
