Ever tasted ‘Pixels’? Yes, that’s right, we said Pixels. Coca-Cola on Monday announced a new flavor that it is releasing this spring, and the giant soda company says it tastes like pixels.
Named Coca-Cola Zero Sugar Byte, the techno-looking packaging of the can will apparently “bring the flavor of pixels to life in a beverage that transcends both the digital and physical realms,” according to the company.
The company says this is the first Coca-Cola flavor born in the metaverse and that it’s been hidden in plain sight. “An early look at the beverage appeared in a new island created in Fortnite,” Coca-Cola said. Coca-Cola also said it’ll release more limited edition beverages later this year, but the company expects Byte to be the drop of the season.
“What I find especially exciting about this Coke Creation is the intentional air of mystery in defining the taste of a pixel. We know that any new Coca-Cola Creations expression will provoke debate and curiosity which we welcome,” Oana Vlad, Coca-Cola senior director of strategy, told CNET.
Coke’s new Byte drink won’t be available in the US till May 2. Until then, Coca-Cola says it’ll “live in the metaverse.” The limited-edition product will only be available for purchase on Coke’s website starting and will be available in “super limited quantity” on a first-come, first-served basis. It’ll be sold in twin packs of 12-ounce cans, but it’s unclear how much they’ll cost.