Coca-Cola has announced the release of its first new permanent flavor in over three years, a spiced variation of its iconic original recipe. The new “spiced” flavor is set to launch on Feb. 19 and will come in both classic and zero-sugar forms in various packaging options, including 12-ounce cans, 20-ounce bottles, and 2-liter bottles, among others.

According to the company, the new Coca-Cola spiced flavor is a mixture of the classic Coca-Cola taste with refreshing hints of raspberry and spiced flavors. With magenta stripes around its trademark red hue, the packaging is designed to stand out on store shelves.

The decision to launch a spiced flavor comes as Coca-Cola seeks to appeal to the evolving taste preferences of consumers. The company’s North America marketing chief, Shakir Moin, mentioned that they noticed an increase in the demand for spicier flavors and saw it as an opportunity to create a unique taste profile that would attract the next generation of consumers.

In addition to the spiced flavor, Coca-Cola recently introduced Coca-Cola Creations in 2022, featuring limited edition flavors with touches of coconut, strawberry, and watermelon. As part of this campaign, the company also unveiled a “Happy Tears” drink with salt and mineral flavors, available exclusively through TikTok until Feb. 17.

Moin emphasized the importance of keeping up with the fast-paced changes in consumer preferences and market trends, stating that they had to develop the Coca-Cola spiced flavor in just seven weeks, a much shorter timeline compared to the typical year-long process. This agile approach reflects the company’s commitment to staying ahead of the curve in the beverage market.

The introduction of Coca-Cola Spiced and other recent innovations are indicative of Coca-Cola’s strategy to adapt to the changing landscape of the beverage industry and meet the demands of a new generation of consumers.