Coca-Cola will launch Brazil-inspired new soda
New beverage will be coffee-infused with tastes of vanilla and caramel.
Coca-Cola Co (NYSE: KO) will soon launch its coffee-infused beverage in stores across the United States. In the announcement, the company said the new drink will pair the regular cola with Brazilian coffee. The new drink will be available in three different flavors: Caramel, Vanilla and Dark Blend. The new cola drink will be available in 12-ounce cans. Each can will contain 69 milligrams of caffeine. The beverage maker says the launch is part of its broad strategy to expand its beverage offering. In recent years, consumer tastes have changed significantly. The company appears to be changing its operations to meet the changing demand for new flavors. Many customers are becoming more sugar conscious, and many are turning to water and other beverages that offer an energy boost or nutritional benefits. In a statement, Coke said it gives consumers the opportunity to taste new categories of its beverages. "This is a truly unique hybrid innovation that paves the way for a new category we call soft coffee," said Jaideep Kibe, vice president, Coca-Cola Trademark, at a statement from Coca-Cola North America. This is not the first time Coke has tried to reinvent its product portfolio. In 2006, beverage maker Coca-Cola introduced Blak, a coffee flavored version of its classic soda. The drink did not do well in the market and the company withdrew it from the market two years later. In addition to Coke, other beverage manufacturers have promoted the idea of mixing coffee and soda. PepsiCo, Inc. (Nasdaq: PEP), one of Coke's main competitors, launched Pepsi Café, a soda blend of coffee and soda, in 2019. The new drink, also available in vanilla flavor, was launched in all stores in the United States last year. Coke has sold its Coca-Cola with Coffee in other areas such as Italy, Turkey and Japan. Unlike Blak, the new drink was mixed with real coffee. The company's chief marketing officer said the COVID-19 pandemic has caused the company to rethink the way it introduces, validates, refines and grows its products.