A chewing gum that changes flavour after a few chews, or a soft drink with multiple flavours challenging consumers to guess the flavour and win prizes. These innovations demonstrate how the competition for consumer interest and top-of-mind awareness is increasingly shifting from physical retail aisles to digital platforms and social media.

Modern consumers crave new experiences, bold and intense flavours, and love engaging with challenges. Brands are catering to this demand by introducing undisclosed flavours to the market. In 2023, Fanta launched “What the Fanta” (WTF), a global marketing campaign and product launch initiative that introduced limited-edition mystery flavours. A campaign that encouraged consumers to guess the flavours through interactive experiences. The initiative featured differently coloured beverages, each masking its true flavour to intrigue, challenge, and engage consumers.

A growing number of brands have ventured into mystery editions, including Pringles, Mountain Dew, Oreo, Coca-Cola, Airheads, Cadbury, Kellogg’s, and Tiger Energy Drinks.

In the Japanese confectionery market, the brand Kanro has created an immersive world featuring fictional fruits like Uchacha and “Killa Spica,” which look as otherworldly as the plants and fruits from the movie “Avatar”. Mystery product launches often align with seasonal events or holidays, such as limited-edition products that lean heavily into Halloween imagery, mysterious figures, and eerie colours.

Sometimes, these mystery launches feature fantasy flavours conceptualised for specific target groups, such as “unicorn flavour,” or to tap into prominent phenomena or zeitgeists like AI.

In 2023, PepsiCo introduced a new flavour in its annual MTN DEW VooDEW series for Halloween, featuring various candy-inspired mystery flavours such as “Candy Corn” and “Starburst.”