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Coke launches new flavor to keep customers from leaving it behind



New York (CNN Business) – For the first time this year, Coca-Cola introduces a new Coke flavor: Orange Vanilla.

The new drink will hit shelves later this month. It's a way to encourage customers seeking more variety to stick to cola than to pick up another soda, says Kate Carpenter, Coca-Cola Trademark Brand Director, which includes Coke, Coke Zero and Flavored Cokes.

Drinks The company decided to add and renew its tasting tasks – Cherry Coke, Cherry Coke Zero, Vanilla Coke and Vanilla Coke Zero – after successful launch of Coca-Cola Zero Sugar last year, Carpenter said. The new flavor also comes in a Zero Sugar version.

 Orange Vanilla Coke Orange Vanilla Coke Zero Sugar hit shelves February 25th.

The drinking company introduces new graphics on cherry and vanilla packages for a "bit of a face lift," she said.

When Coke decided to pursue a new taste, Carpenter's team scanned Coke's international market for ideas. They considered a few options, including raspberries, lemons and ginger, which works well for the company in Asia.
Orange Vanilla Coke, which was available for a limited period in Canada last summer, received attention. They tested the taste in the American market, where it was well received.

Consumers said the flavor was "unique and different in the flavored cola category", dominated by cherries, Carpenter said. Most importantly, they also said they would buy it in addition to a regular cola, instead of replacing it. And the taste, though "unexpected", was still "familiar", she said.

Coca-Cola has experimented with many flavors for Diet Coke, the calorie-based core of the core beverage. This is the first new flavor to Coke since 2007. At that time, the company solved the new Vanilla Coke – which was originally launched in 2002 and was phased – including flavors.

Coca-Cola's new flavors have not always been a hit. People maintained famously when the company changed the Coca-Cola recipe in 1985 and introduced New Coke. The company quickly returned to its original recipe.

The drinking company also experimented with Black Cherry Vanilla Coke and a coffee flavor that among other things. is called Coca-Cola Blak.

The best cooking flavors are those that complement or enhance the original recipe, said Laurent Grandet, a consumer analyst with Guggenheim Securities.

New flavors, he added, are a way to drum up the brand.

"It's about raising awareness," he said.

A line extension gives a product more space on the dealer shelves. And flavors are usually not discounted, so Coca-Cola can increase its margins by selling tasty versions of the product, he said.


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