Coca-Cola is discontinuing its Spiced flavor just six months after its launch, marking the end of an unsuccessful attempt to attract younger consumers. The company stated that it is "always looking at what our customers like and adjusting" its flavors. A spokesperson announced that Coca-Cola plans to phase out Spiced to make way for an exciting new flavor in 2025.
The quick demise of Spiced is surprising, given that Coca-Cola initially promoted it as a permanent addition to its lineup. While the company did not specify the reasons for discontinuing the flavor, factors like lack of consumer awareness and confusion over its taste (it was not actually spicy) likely contributed to its disappointing sales.
Introduced in February with an extensive ad campaign, Spiced was designed to blend the traditional Coke flavor with raspberry notes to appeal to Gen-Z drinkers, who are increasingly drawn to bolder flavors. However, soda giants like Coca-Cola face stiff competition from innovative upstarts such as Olipop and Poppi.
In recent years, Coca-Cola has focused on updating its lineup with limited-time offerings, including unique flavors like Oreo-flavored soda and ambiguous creations like “Dreamworld,” “Starlight,” and “Byte.” It also partnered with DJ Marshmello on a flavor that did not taste like marshmallow. These beverages were part of the experimental Creations line aimed at attracting younger drinkers. Beverage Digest editor Duane Sanford noted that Spiced may have been overshadowed by these limited-time offerings.
Despite its early marketing push, Coca-Cola had intended for Spiced to become a permanent flavor, citing research that indicated an "increase in consumer willingness to try a spiced beverage." Raspberry was selected over 5 million times on Coca-Cola Freestyle machines in 2022, a source of inspiration for new flavors, according to Sue Lynne Cha, the company's vice president of marketing for North America. Cha emphasized the trend toward bolder and more complex flavors in both food and beverages.
Coca-Cola does not disclose sales figures for individual flavors, and Spiced was not mentioned in the company’s recent earnings call. While Coca-Cola's net revenue rose 2.9% in the second quarter, North American sales volumes, where Spiced was sold, declined by 1%.
Spiced is not the only flavor facing discontinuation; Coca-Cola also confirmed the end of Cherry Vanilla and Diet Coke with Splenda. This is part of a broader strategy to streamline its beverage portfolio, which has seen over 200 drinks cut since the initiative began four years ago, including Tab, AHA Sparkling Water, and Odwalla.
As consumer preferences shift away from sugary sodas toward sparkling waters and hydration beverages, Coca-Cola is expanding its Topo Chico water line and growing its BodyArmor brand to adapt to changing market demands.
Credit:CNN.
