In a surprising move, Coca-Cola Co. announced the discontinuation of its latest “permanent” flavor, Coca-Cola Spiced, just seven months after its launch. The Atlanta-based beverage giant confirmed Wednesday that both Coca-Cola Spiced and Coca-Cola Spiced Zero Sugar will be phased out. A new flavor is set to take their place in 2025.

“We’re always looking at what our consumers like and adjusting our range of products,” Coca-Cola said in a statement, emphasizing the brand’s commitment to innovation.

Coca-Cola Spiced debuted on February 19, 2024, marking the first permanent addition to the company's North American portfolio in three years. The beverage, available in the U.S. and Canada, was intended to bring a bold, new taste to consumers but fell short of expectations.

The company did not detail specific reasons for the product's failure, though the flavor’s development process might have been a factor. Coca-Cola Spiced was created in just seven weeks, a significant reduction from the usual year-long process. Shakir Moin, Coca-Cola’s North American marketing chief, explained the rapid launch earlier this year, saying, “Consumers are moving faster. The market is moving forward faster. We’ve got to be faster than the speed of the market.”

Another issue may have been the flavor itself, which despite its name, offered more of a raspberry taste than the anticipated “spice.” This departure from consumer expectations likely played a role in its short-lived success.

Coca-Cola has been experimenting with various new flavors in recent years, particularly to attract younger consumers. In 2022, the company launched Coca-Cola Creations, a series of limited-edition drinks featuring flavors like coconut, strawberry, and watermelon. Most recently, an Oreo-flavored Coke with special black-and-white packaging was introduced.

In addition to new soft drink flavors, Coca-Cola has been expanding its presence in the alcoholic beverage market. Since 2021, it has been offering Topo Chico Hard Seltzer in the U.S., and a new rum-and-Coke cocktail collaboration with Bacardi Limited is set to debut in Europe and Mexico next year.

As Coca-Cola prepares to introduce its next flavor in 2025, the company remains focused on innovation and adapting to the rapidly changing beverage market.