Coca-Cola has announced it will discontinue its Spiced flavor just six months after its launch, marking a swift conclusion to a product aimed at enticing younger consumers. The company stated that it is constantly evaluating customer preferences and making adjustments to its flavor lineup. “As part of this strategy, we’re planning to phase out Coca-Cola Spiced to introduce an exciting new flavor in 2025,” a spokesperson confirmed.
The decision to remove Spiced from the market is surprising, particularly as Coca-Cola initially promoted it as a permanent addition to their offerings. While the exact reasons for the flavor’s discontinuation have not been disclosed, industry experts suggest that a lack of awareness and confusion regarding the beverage’s flavor profile—despite its name, it was not actually spicy—may have contributed to its underwhelming sales performance.
Launched in February with a robust advertising campaign, Coca-Cola Spiced aimed to blend traditional Coke flavors with hints of raspberry. It was specifically designed to appeal to Gen-Z consumers, who have shown a growing preference for bolder, more complex flavors. However, Coca-Cola has faced increased competition from smaller brands like Olipop and Poppi, which have successfully captured the attention of younger drinkers with innovative flavors and healthier alternatives.
Coca-Cola’s recent strategy has included a variety of limited-time offerings, such as the Oreo-flavored soda and other uniquely flavored drinks like “Dreamworld,” “Starlight,” and “Byte.” Despite Spiced being intended as a long-term addition, its performance was overshadowed by these experimental creations, according to Duane Sanford, editor of Beverage Digest.
Marketing Vice President Sue Lynne Cha had previously indicated that Coca-Cola’s research revealed a growing consumer interest in spiced beverages, with raspberry emerging as a popular choice in their Freestyle drink machines. “Consumers are looking for more bold flavors and more complex flavor profiles,” Cha stated. However, the drink’s absence from Coca-Cola’s latest earnings call raises questions about its impact on overall sales. Although the company reported a 2.9% increase in second-quarter net revenue, volumes in North America saw a decline of 1%.
Coca-Cola’s decision to cut Spiced is part of a broader effort to streamline its beverage portfolio, which has already seen the removal of around 200 products over the past four years, including the likes of Tab, AHA Sparkling Water, and Odwalla. The company has also confirmed the discontinuation of other flavors, including Cherry Vanilla and Diet Coke with Splenda, reflecting a shift in consumer preferences away from sugary sodas toward sparkling waters and hydration-focused drinks. In response to these evolving tastes, Coca-Cola is expanding its Topo Chico water line and the BodyArmor brand, aiming to better align its offerings with current market demands.
As Coca-Cola navigates this complex landscape of changing consumer preferences and market competition, the discontinuation of Spiced serves as a stark reminder of the challenges large beverage companies face in capturing the attention of younger audiences.
