Coke's new 'Pixel' flavor first appeared in Fortnite

Coca-Cola has unveiled a new, limited-edition flavor that's supposed to taste like...pixels. Yes, pixels. It's fitting, then, that customers' first glimpse of the pixel-inspired beverage wasn't in the real world, but in the video game Fortnite.

"Coca-Cola Zero Sugar Byte makes the intangible taste of the pixel tangible," Oana Vlad, senior director of strategy at Coca-Cola, told CNN Business in an email."Byte" is the second flavor to emerge from the company's Coca-Cola Creations division focused on digital experiences.It's fitting, then, that customers' first glimpse of the pixel-inspired beverage wasn't in the real world, but in the video game Fortnite.

A Roblox avatar races in a Lunchables kart within the Lunchables Racing game in Roblox.Around the same time, Lunchables launched a branded game within the kids gaming platform Roblox."It's really important for us to recognize that gaming is more pervasive and is an important part of culture today," said Gajiwala.

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