Coca-Cola has been selling its soda for more than 132 years. That’s quite a successful run, but the company knows it cannot rest with regards to product development. New products and flavors are needed in order to keep up with changing consumer tastes.
It’s been three years since Coca-Cola launched a new, permanent flavor. That’s about to change with the launch of “Coca-Cola Spiced” – a new drink with flavors of raspberry and spice that comes in both regular and zero sugar versions.
The company stated that the flavor is its “boldest tasting brand innovation” and provides an “uplifting taste experience unlike any other.” Coca-Cola also stated that the new flavor was developed in only seven weeks (it usually takes 12 months to develop a new product). The flavor is part of a product line of Coca-Cola drinks including classic Coke, Coke Vanilla, and Cherry Vanilla.
Why a new flavor? Consumers are on the look-out for something new to drink, and it’s not always a soda they want. There has been an increase in sales of seltzer water and other flavored drinks. The new, spicy drink is in response to changing American tastes for spicier snacks, and also is a way to get younger drinkers to adopt the brand.
According to Beverage Digest, the growth in flavored waters and juices has grown by roughly 3%, while traditional Coca-Cola sodas have grown only 1%. Using data from its Freestyle drink machines, the company noted that raspberry flavor was selected more than five million times in 2020.
While Coca-Cola has sold a number of short-term creations such as Coca-Cola K-Wave Zero Sugar, Coca-Cola Happy Tears Zero Sugar, Marshmello’s Limited Edition Coca-Cola Zero Sugar, and more, none have been permanent additions.
What is your opinion of the new flavor?
Group Activities and Discussion Questions:
- Instructors: Bring the new Coca-Cola drink to class for students to sample.
- Have students do a taste test about the flavor. What are their opinions?
- Show Coca-Cola’s website: https://www.coca-cola.com/us/en/offerings/coca-cola-spiced
- Show video of the new flavor launch: https://youtu.be/TFRwYvOFWa4?si=BLuLHBX2jGSD9kmU
- Discuss how to develop a product positioning map. Review key aspects of mapping, including determining the axis labels for positioning.
- Review Coca-Cola Spiced. What products are competitors?
- Divide students into teams and have team develop a positioning map for Coca-Cola Spiced.
- Debrief the exercise.
Source: Durbin, D. (7 February 2024). Coke introduces new raspberry flavored ‘Coca-Cola Spiced’. Associated Press; Shafiq, S. (19 February 2024). ‘Coke with a twist’” What is Coca-Cola Spiced and when can you try it? USA Today; Valinksky, J. (7 February 2024). Coke’s first new permanent flavor in years adds a spicy twist. CNN Business; other news sources.
