The Coca-Cola Company is going all in on its mystery flavor program.
The latest release in the long-running program was dreamed up, the company says, with the help of artificial intelligence. Y3000, which began hitting store shelves this month, combined “human intelligence and AI together for an uplifting expression of what Coca‑Cola believes tomorrow will bring,” the company said in a statement.
Unlike many earlier mystery flavors, Y3000 has zero sugar. That leans into the growing trend of consumers opting for healthier beverages.
Exactly how much AI played a role in the beverage’s creation was not specified. Given how carefully Coke guards its recipe and reputation, it’s more likely AI just offered some possible flavor additives, but that’s not stopping the company from touting its use.
“After leaning into augmented reality last year, we’re embracing the power of AI and continuing to build our company’s capabilities in this exciting space,” said Oana Vlad, Coca‑Cola’s senior director of global strategy.
Like any of the company’s mystery flavors, traditional Coke flavors are dominant, but with hints of something else. The surprise element has resonated with TikTokers and younger consumers.
This time around, though, the reaction is mixed, at best. Some tasters enjoyed it but said they would have preferred a version that’s not zero sugar, while another Reddit user described it as “coke mixed with strawberry yogurt flavored. Terrible Terrible Terrible.”
To keep the brand relevant, Coke has been rolling out a number of new flavors in recent years. Just three months ago, it targeted gamers with Coca-Cola Ultimate, made in partnership with the creator of League of Legends. (Like Y3000, it kept the flavor a secret until it hit shelves.) Other “mystery flavors” have included Starlight (which the company says was inspired by space), Dreamworld, and Byte.
In other instances, it’s announcing the new flavors as part of the rollout, such as 2019’s Orange Vanilla Coke and Cinnamon Coca-Cola, which was a seasonal drink that year.
The strategy seems to be working. Net revenues for the company were up 6% in the most recent quarter, while operating income grew 3%.