The soft drink market is experiencing a period of constant experimentation. Major brands are testing new flavors and strategies to stand out from the competition. However, not every decision manages to convince the public right away.
Starting this November, Kroger will be the only chain in the United States to exclusively sell the controversial Sprite Vanilla Frost. Coca-Cola has decided to relaunch this flavor after its limited debut in 2024, despite criticism and uneven sales. With this move, Kroger excludes competitors like Target, Walmart, or Amazon from distributing this beverage.
An exclusive relaunch that shakes up the competition
The new Sprite Vanilla Frost represents an attempt to expand the brand's range of flavors, although its lemon-lime and vanilla combination hasn't been popular. According to the specialized outlet Sporked, the initial reception was so lukewarm that "many Kroger stores were full of stock during the promotional period." That shows the move was risky from the start.
Nevertheless, Coca-Cola has decided to give it a second chance. The Sprite Vanilla Frost flavor joins the growing trend of seasonal beverages in supermarkets, a trend that used to be more typical of fast food chains. Products like McDonald's Shamrock Shake or Burger King's fish menus for Lent set a precedent.
A strategy that follows the coffee and seasonality model
Starbucks changed the landscape with its seasonal beverage menu, even forcing rivals like McDonald's to join in with seasonal coffees. The public has gotten used to waiting for special flavors in fall and winter, such as pumpkin spice or mint. Now this logic is being applied more strongly to soft drinks.
PepsiCo, for example, has made a strong bet with Mountain Dew and its limited editions for different chains. However, Coca-Cola had been more conservative. Although classic Coke has offered variants like vanilla or cinnamon, Sprite had kept fewer extensions, limiting itself to blends like Sprite with lemonade or cranberry.
The relaunch of Sprite Vanilla Frost strengthens Coca-Cola's commitment to a local and segmented strategy. According to its CEO, James Quincey, during the earnings presentation: "We're fine-tuning our execution to win locally in key geographies, categories, and channels." In North America, he admitted that Sprite wasn't among its "bright spots," highlighting instead Coca-Cola Zero Sugar and brands like Topo Chico Sabores and fairlife.
With this move, Coca-Cola aims to regain ground with a product that, although controversial, can generate excitement. Kroger secures a differential advantage over Target and Walmart, strengthening its ability to offer exclusive products. The winter season will determine whether this flavor manages to redeem itself with American consumers or confirms the doubts left by its first launch.