/ 12 August 2022

The taste of dreams

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Yeah, we’re not sure what that means either, but it’s a new flavour being served up by Coca-Cola. The drinks giant has been releasing experimental, limited-time flavours of the iconic fizzy beverage as part of its Creations range. Aimed at younger consumers as the popularity of soft drinks wanes worldwide, each bottle or can comes with a QR code that provides access to a virtual, augmented-reality “music experience”. Past offerings in the range included ​the space-inspired Starlight, pixel-flavoured Byte, and a more traditional strawberry and watermelon flavour developed in collaboration with DJ/producer Marshmello. Dreamworld is the 4th and final iteration, which the company says “bottles up the technicolour tastes and surrealism of the subconscious”. Tab fans must feel so betrayed right now…

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