Dive Brief:
- Coca-Cola is discontinuing production of its Spiced flavor after only seven months in the market, the beverage giant said in an email to Food Dive. It said it plans to “phase out Coca-Cola Spiced to introduce an exciting new flavor in 2025.”
- The Atlanta-based company did not provide a reason for the decision on Spiced. It noted that Coca-Cola is “always looking at what our customers like and adjusting our range of products.”
- Spiced was meant to be the Coca-Cola brand’s first permanent offering in more than three years. The soda, which combined traditional Coke flavor with raspberry and “spiced” flavors, started appearing on shelves in February.
Dive Insight:
As Coca-Cola looks to maintain and grow consumer interest in soda, new flavor offerings have played a key role in that strategy. Spiced also was an attempt by the beverage manufacturer to respond to growing consumer interest, especially among younger individuals, for spicier foods and beverages. Despite its name, Coca-Cola said the beverage is not spicy but rather bold in flavor.
Coca-Cola didn’t give a reason for the decision to pull the product from shelves, but it’s possible that both a lack of awareness of the new offering and confusion about the flavor (it’s not spicy) contributed to poor sales.
In ending production of Spiced, Coca-Cola likely decided its resources and shelf space would be better suited to another still unannounced beverage.
A major part of Coca-Cola’s recent innovation efforts center around its Creations platform which debuted in 2022 to highlight the company’s signature beverage while drawing in younger consumers. Creations don’t promote or reveal a flavor profile, such as cola, cherry or vanilla, but rather a mood or experience. The extensions have proven successful in drawing consumers into the original Coca-Cola brand.
So far, the company has introduced 11 limited-time items, including Coca-Cola Starlight, Coca-Cola Byte, Coca-Cola Dreamworld and Coca-Cola Wozzaah.
Coca-Cola has discontinued a handful of brands in recent years, either because of sluggish sales or to focus on higher-growth offerings. In 2021, the company said it would no longer produce Coca-Cola Energy, while last year it announced it would sharply cut the distribution of its Aha sparkling water as sales declined. Other brands to be discontinued or sold include Honest tea, Zico coconut water and Tab soda.
Coca-Cola Discontinues Spiced Flavor After Seven Months, Plans New Launch in 2025
Meta Description:
Coca-Cola discontinues its Spiced flavor after just seven months, preparing for a new flavor launch in 2025. Find out more about the brand’s evolving strategy.
Coca-Cola has announced the discontinuation of its Spiced flavor, just seven months after its debut. The beverage giant confirmed the decision via an email to Food Dive, indicating that it plans to phase out Spiced to make room for an exciting new flavor slated for release in 2025. The announcement signals Coca-Cola’s ongoing efforts to refine its product offerings and adapt to changing consumer preferences, although no specific reason for discontinuing Spiced has been provided.
The Short-Lived Coca-Cola Spiced
Introduced in February 2024, Coca-Cola Spiced marked the company’s first permanent flavor offering in more than three years. The drink aimed to blend the classic Coca-Cola taste with hints of raspberry and “spiced” flavoring. Despite its name, the beverage was described as bold rather than spicy, as Coca-Cola intended to tap into the growing demand for more adventurous and spicier flavor profiles among younger consumers.
Unfortunately, the product’s journey has come to an early end. Coca-Cola stated that the flavor would be phased out, but the company remains tight-lipped about the specific reasons behind this decision. It emphasized that the brand is “always looking at what our customers like and adjusting our range of products,” suggesting that consumer interest in Spiced may have fallen short of expectations.
Why Coca-Cola Spiced Failed to Take Off
While Coca-Cola didn’t officially cite the reasons behind Spiced’s discontinuation, several factors may have contributed to its short-lived shelf presence. One potential issue could be a lack of awareness and confusion surrounding the product. Despite being marketed as “spiced,” the beverage wasn’t actually spicy, which may have led to consumer confusion and diminished interest. Additionally, given the crowded nature of the soda market, Spiced may not have generated the excitement needed to secure long-term traction.
Coca-Cola has previously faced similar challenges with other products that failed to resonate with consumers. For instance, Coca-Cola Energy was discontinued in 2021 after sluggish sales, and its Aha sparkling water brand faced a sharp distribution reduction in 2022.
With Spiced now being discontinued, Coca-Cola is likely reallocating resources and valuable shelf space to introduce new and more promising offerings. The company hinted that the next flavor to replace Spiced will be announced in 2025, indicating Coca-Cola’s continued commitment to innovation and evolving consumer preferences.
Coca-Cola’s Strategy: A Focus on Innovation and Creations
Over the past few years, Coca-Cola has leaned heavily into flavor innovations as a way to keep its brand fresh and appealing to a younger audience. Spiced was part of this broader strategy but ultimately failed to make the impact Coca-Cola had hoped for. Despite the setback, Coca-Cola’s focus on innovation remains strong.
Central to this effort is Coca-Cola’s Creations platform, which launched in 2022. The platform offers a unique approach by introducing limited-edition beverages that focus on conveying a mood or experience rather than a traditional flavor profile like cola or vanilla. This strategy has allowed Coca-Cola to experiment with bolder, more creative ideas, many of which have resonated with younger consumers who seek novelty and excitement.
So far, Coca-Cola’s Creations lineup has included 11 limited-time items, such as Coca-Cola Starlight, Coca-Cola Byte, and Coca-Cola Dreamworld. These experimental products draw consumers back to the brand by offering a sense of curiosity and exploration.
The success of Coca-Cola Creations demonstrates the company’s ability to capture the attention of its audience with innovative products, even when some new flavors fail to stick around.
What’s Next for Coca-Cola?
As Coca-Cola phases out Spiced, attention now turns to what the company has planned for 2025. Although details remain sparse, Coca-Cola is likely to continue its emphasis on flavor experimentation, catering to the evolving tastes of its younger consumer base.
By moving on from Spiced, Coca-Cola signals a readiness to pivot and refocus its efforts on products that generate higher demand. The beverage industry is fast-paced and highly competitive, and Coca-Cola’s approach of constantly assessing consumer preferences ensures that it remains relevant in a market filled with choices.
Along with Spiced, Coca-Cola has discontinued several other brands in recent years due to declining sales or shifting strategic priorities. These include Zico coconut water, Honest tea, and Tab soda. The company’s ongoing evaluation of its portfolio is an integral part of its business model, ensuring that it remains responsive to consumer demand and market trends.
Conclusion
Coca-Cola’s decision to discontinue its Spiced flavor after just seven months on the market highlights the brand’s commitment to adapting to consumer preferences. While Spiced failed to live up to expectations, the brand continues to innovate, with plans to launch a new flavor in 2025. The evolving strategy underscores Coca-Cola’s willingness to take risks and its ability to pivot when necessary, keeping the brand at the forefront of the beverage industry.
As Coca-Cola continues to explore new flavors and experiences, it will be exciting to see how the company navigates future trends and challenges. Whether through its Creations platform or new permanent offerings, Coca-Cola remains dedicated to keeping its products fresh, relevant, and engaging for consumers.