Cherry, vanilla, orange, even apple… Coca-Cola has provided its fans with a wide variety of flavours over the years, but the one that is about to hit the shelves might be its most unusual.

Revealed by CNN, the flavour does not refer to any particular ingredient, but rather to a rather abstract element, particularly in the world of food: the pixel.

Beyond the communication coup this move represents for the US giant, the announcement of this launch indicates how much everything that comes from the virtual world is trending.

Initially, the drink was created as part of the game “Fortnite” and was named after an unseen island, Pixel Point. In the real world, the soda is called “Coca-Cola Zero Sugar Byte”.

The flavour might seem vague and hard to identify, but it’s known that the drink is one of the brand’s sugar-free offerings, according to the animation posted on the brand’s Twitter account.

For Coca-Cola, it’s not just a publicity stunt. In fact, the brand is capitalising on a new futuristic vision of its iconic soft drink by focusing on worlds that encourage the imagination.

In February, it announced the release of a drink with “a taste of space”. Called Starlight, this flavour first rolled out in a limited edition in North America, just like Byte will – perfectly packaged in a can with all the space vibes, stars and flashy colours.