Coca-Cola (KO) has just made a drastic decision regarding the future of one of its popular products.
The beverage company is pulling one of its newest Coca-Cola flavors, which it introduced in March as a “permanent addition” to its line of drinks in the U.S., amid recent criticism.
Related: Wall Street analyst believes Coca-Cola could be dethroned by longtime competitor
Consumers can kiss goodbye Coca-Cola Spiced, which the company described as having a “complex flavor profile” that contained a blend of raspberry and warm spiced flavors.
Coca-Cola did not specify why it was discontinuing the drink, but it claimed in a statement to TheStreet that its decision will make room for another “exciting” flavor to be introduced soon.
“We’re always looking at what our consumers like and adjusting our range of products,” said Coca-Cola in a statement. “As part of this strategy, we’re planning to phase out Coca-Cola Spiced to introduce an exciting new flavor in 2025.”
Coca-Cola Spiced faces scrutiny over flavor
The move from Coca-Cola comes after its Spiced flavor received sharp criticism from consumers. Some took to social media to claim that the drink tasted like cough syrup, and some even criticized the flavor for not having enough spice.
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Coca Cola flags major change in consumer behavior
The decision to axe the drink also comes during a time when Coca-Cola is facing softer demand for a number of its products. In Coca-Cola’s second-quarter earnings report for 2024, the company revealed that it faced a 1% year-over-year decline in unit case volume in the U.S., as consumers shifted away from buying sodas, sports drinks, coffee, etc.
“Unit case volume declined 1%, as growth in juice, value-added dairy, and plant-based beverages was more than offset by declines in water, sports, coffee, and tea, Trademark Coca-Cola and sparkling flavors,” said Coca-Cola in the report.
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The shift in consumer behavior also aligns with the current trend of consumers becoming more health-conscious about the food and drinks they consume, which is a trend that spiked after the Covid pandemic. Also, the consumption of soft drinks and other sweetened beverages has been declining since the mid-1990s, according to a recent survey from financial services firm Lazard.
The survey from Lazard also revealed that many consumers are opting to purchase natural healthy beverages, which contain fewer ingredients and promise health benefits. Consumers are even less focused on the price of naturally healthy beverages, as 68% of the survey respondents claimed that the ingredients of the drinks are a top concern, while 67% said that they are concerned about the drinks being all-natural.
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