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New video game-inspired Coke flavor ‘Byte’ tastes like pixels

By Kara Santos Published Apr 06, 2022 5:17 pm

Coca-Cola has announced a new video game-inspired flavor called Coca-Cola Zero Sugar Byte, which supposedly “tastes like pixels.”

The latest limited edition flavor aims to tap into the ever-growing gaming market.

So what exactly do pixels taste like? According to Coke, the flavor “makes the intangible taste of a pixel tangible, featuring bright elements upfront and a refreshing finish.”

Coke's "Byte" first appeared in Fortnite in late March, on an island called "Pixel Point" where gamers can play different mini-games within the game, including one that takes place inside a classic glass Coke bottle.

Coke will also be using pixelated labels on Byte products to give gamers phone access to an augmented reality game.

Coca-Cola describes "Byte" as "the first-ever Coca-Cola flavor born in the metaverse." It is also the second flavor to emerge from the company's Coca-Cola Creations division, a new innovation platform focused on digital experiences.

Earlier this year, the company launched a limited-edition flavor Coca-Cola Starlight, with an out-of-this world flavor “inspired by space.” 

In a release, the beverage company said that the Starlight flavor "inspired by space" had "notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space."

Those who want to try this new Limited Edition Byte flavor will be able to order it online in the United States starting May 2, while supplies last. The flavor will be available only in a two-pack and it will cost $15 (P772).

No news on whether the limited edition flavor will be available outside the US and in local markets.