Coke Introduces New Flavor For Gamers

SAN FRANCISCO, CA – APRIL 16: Bottles of Coca Cola are displayed at a market on April 16, 2013 in San Francisco, California. Share prices of Coca Cola Co. surged as much as 5.8% today after the company reported better than expected first quarter profits. The stock surge is the largest intraday gain for Coca Cola since February 2009. (Photo by Justin Sullivan/Getty Images)

In an effort to keep its product relevant to the younger generation, Coca-Cola is launching a new line of Coke that’s targeted at gamers.

The new flavor, called Coca-Cola Ultimate, is expected to arrive in stores on June 12th, the company reports. Coke officials say it will be available with or without sugar. What they haven’t revealed, however, is what the actual flavor is – or why it’s expected to appeal to people who like playing video games.

“We’re never really going to answer that question,” says Oana Vlad, Coke’s senior director of global strategy. “The flavor profile is always, we say, 85-to-90 percent Coke. And then that 10-to-15 percent twist of something unexpected.”