The news: Coca-Cola pulled its Spiced flavor off shelves after just six months, following its failure to win over its target Gen Z audience.

How we got here: Coca-Cola’s abrupt decision to discontinue the product is particularly surprising given that it was the first permanent addition to its lineup in over three years. At its February launch, the company touted the flavor as the result of its “bolder” and “faster” approach to product innovation, which it anticipated would enable it to stay current with Gen Z’s constantly shifting tastes.

Spiced, which blends the signature Coke formula with notes of raspberry, was specifically created to appeal to Gen Z’s desire for bolder, more complex flavors—but the disconnect between the name and its non-spicy flavor profile confused shoppers, which, coupled with general lack of awareness of the product, hampered sales.