If Baskin-Robbins brought back its York Peppermint Patty flavor at one store in Utah, I’d heavily consider getting on the next plane.
When you like something and it goes away, the product’s return becomes a major event.
Bringing back a nostalgic food or beverage brand triggers “Nostalgic Brand Love,” a term coined by Worcester Polytechnic Assistant Professor Purvi Shah. Seeing the product triggers an emotional process that brings back positive memories, she told Food Navigator.
The return of an old product, especially when it’s a limited-time offer available at an exclusive partner, drives nostalgic customers to capture that piece of their past, even when it’s being sold at a chain where they may not usually shop.
Coca-Cola has decided to partner with Food City, a regional supermarket chain serving parts of the Southeast with about 150 stores spread across Tennessee, Virginia, Kentucky, Georgia, and Alabama, to bring back a Sprite classic.
Food City adds an exclusive Sprite LTO
Coca-Cola typically reserves retailer-exclusive promotions for large national chains. In this case, it’s opting for a smaller partner.
Food City shared the news on its Instagram page.
“Your favorite soda just got a cherry upgrade. Sprite Cherry is now available exclusively at Food City — while supplies last,” the grocery store chain posted.
The two companies also partnered on a Sprite-themed limited-time promotion in 2025.
“Food City and Coca-Cola have enjoyed a great partnership for many years, and we’re excited to introduce their new Sprite Cherry product line,” Food City CEO Steven C. Smith said in a press release.
What the chain isn’t explicitly saying is that its exclusive LTO only covers the 12-pack can version of Sprite Cherry. While Sprite Cherry is available elsewhere in bottles, Food City has the exclusive on canned versions of the soda.
It’s also available in Coca-Cola Freestyle machines.
Sprite Cherry debuted in 2017 and returned for a short run last summer, according to AllRecipes.
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You can find Sprite Cherry at Walmart (with a catch)
Walmart and other retailers sell Sprite Cherry and Sprite Cherry Zero in on-the-go 20-ounce PET bottles, according to a Coca-Cola press release.
A visit to Walmart.com verifies that it still only sells Sprite Cherry in the 20-ounce bottle size.
Searching Amazon and using Google Shopping verifies that only some retailers carry Sprite Cherry and Sprite Cherry Zero, and aside from Food City, it’s only offered in a 20-ounce bottle.
Traditionally, Coca-Cola partners with large national retailers to serve as its product launch partners. In March, the beverage giant launched an exclusive with Walmart.
Walmart carried the new Sprite Chill Mango Citrus, which was released in March, according to TheStreet.
Coca-Cola rival Keurig Dr Pepper partnered with Kroger on the new Mandarin Orange flavor, which is being offered in both full-calorie and “Zero Sugar” versions, TheStreet reported.
Related: Coca-Cola brings exclusive new soda to Walmart
LTOs drive product interest and sales
Companies use LTOs to reengage lapsed customers, increase basket size for regular shoppers, and attract people who otherwise never shop in their stores.
“For consumers, LTOs encourage repeat visits and inspire them to spread the word,” according to Datassential’s “The ingredients for a winning limited-time offer.“
An LTO can also help a retailer stand out in a sea of chains offering similar merchandise.
“Retailers are looking for differentiation, especially with supply chain restraints still impacting shelf space,” Soom (a tahini brand) founder Amy Zitelman told Modern Retailer, adding that temporary exclusivity terms have been increasingly mentioned in buyer conversations when discussing distribution terms.
That may help explain why Coca-Cola chose Food City for the launch. Retail experts say exclusives help retailers differentiate themselves while giving manufacturers a focused partner for promotions.
“Carrying a product exclusively is also a security to the retailer that’s taking a risk on a young brand,” she added.
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