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Coca-Cola has launched a limited-edition beverage, Zero Sugar Byte, which it claims contains “the flavour of pixels”. The soft drinks giant says the new launch features a “bright, upfront taste is reminiscent of powering up a game" and its "refreshing finish makes for a perfect gaming companion”. Inspired by the gaming world – in particular, online video game Fortnite – and the metaverse (the collective term for 3D virtual worlds that encourage social connection), the new beverage aims to appeal to a younger generation of tech-savvy consumers. In a company statement, Coca-Cola said: "The centrepiece is Pixel Point, an Island created in Fortnite Creative designed by Coca-Cola and lifestyle and gaming organisation PWR. Upon entry, players will discover Coca-Cola Zero Sugar Byte in the metaverse and interact with fellow gamers through a series of four sensory-inspired, multiplayer mini-games: The Castle, The Escape, The Race and The Tower. Each immersive room poses its own challenge that can only be solved by working in tandem with fellow players to progress up the tower." The new beverage is an extension of the brand’s ongoing 'Real Magic' campaign, and is also the second product launch from Coca-Cola Creations, following its inaugural Coca-Cola Starlight launch earlier this year. “For our second expression from Coca-Cola Creations, we wanted to create an innovative taste inspired by the playfulness of pixels, rooted in the experiences that gaming makes possible, said Oana Vlad, senior director, global strategy at Coca-Cola. “Just as pixels power digital connection, Coca-Cola Zero Sugar Byte brings people together to share moments of Real Magic.”

"This new Coca-Cola Creations flavour is an amazing nod to gamers from one of the most iconic brands in existence, and we’re proud that we could help create something special for our shared communities to celebrate its launch,” said Lachlan Power, professional gamer and PWR founder. “It’s been an exciting project for PWR to collaborate on by creating this experience which facilitates teamwork and player connections whilst representing the vibe of this new Coca-Cola Creation.”

The drink is available in "extremely limited quantities" in select countries in Latin America today. It will also be made available in the US to purchase in 12.5oz slim cans on May 2. The new product will launch in China on May 23.