Walmart knows it can bring in lapsed customers and even people who don’t normally shop at the retail giant by offering exclusives they can’t get elsewhere.
The strategy is common in the fast-food world, where McDonald’s uses seasonal favorites such as the Shamrock Shake, which comes back around the same time each year, and unexpected limited-time offers (LTOs) like the McRib, which appear on a variable schedule.
Starbucks might be the most famous brand leaning heavily on LTOs. It famously brings back its fall-season Pumpkin Spice Latte (PSL) in August each year, with every season bringing a mix of returning favorites and new seasonal offerings.
It’s a strategy that works on me, as I’ll soon be heading to the coffee chain for a Caramel Brûlée Latte, before settling into a regular order of the chain’s lower-calorie Sugar Cookie Latte.
I won’t, however, be running to Walmart for its latest Coca-Cola exclusive.
That’s not a knock on the chain. I’m just not a fan of Sprite or Watermelon, so although I’m sure millions of people will disagree, a soda that combines those flavors doesn’t appeal to me.
Walmart adding Sprite Chill Watermelon
Coca-Cola and Walmart have regularly worked together each year to deliver fans an exclusive Sprite flavor. That will continue in 2027.
“Sprite Chill Watermelon is coming in 2027 and might be the best flavor combo yet! Just like the last two years, Walmart is getting an exclusive Sprite Chill flavor, and this year it’s Watermelon,” the Snackolator Instagram page reported.
The social media page shared that the new flavor will be available in 12-packs and 20-ounce bottles in both Zero Sugar and full-sugar versions.
“Expect this flavor in the spring, sometime around March,” Snackolator added.
The release follows Sprite Chill Mango Citrus, which was a Walmart exclusive LTO in March 2026. The Sprite Chill line previously included Walmart-exclusive flavors such as Strawberry Kiwi and Cherry-Lime.
Trend Hunter also reported that Walmart would be adding the new Sprite flavor in March.
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LTOs drive customer traffic
Sprite has consistently been Coca-Cola’s second-best-selling soda after its namesake brand. Adding a new flavor is a way to activate the drink’s fanbase and drive traffic to its retail partners.
“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.
Sprite Chill is meant to be a brand extension offering the brand’s well-known flavor “accentuated by a proprietary blend of cooling agents to deliver a uniquely elevated sensory experience,” the company shared in a press release.
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The Chill elements stay the same, while the fruit flavor added to the classic Sprite lemon and lime changes.
“With Sprite Chill, we’re doubling down on these signature intrinsics while continuing our legacy of strategic flavor innovation and quenching fans’ thirst for variety and the exclusive badge value associated with trying and sharing limited-time-only beverages and experiences,” Sprite Brand Director Kate Schaufelberger said.
Coca-Cola rival explains why LTOs work
Bryan Santee, chief commercial officer at PepsiCo Beverages North America, told NACS Magazine why LTO beverages work for retailers.
“At least half of c-store operators consider LTOs to be a central part of their offerings and are a good way to allow customers to try new drinks while adding value,” he said. “People are very loyal to our PepsiCo brands, which means LTOs can leverage our equity to help partners boost sales while also delivering something new and exciting for our fans.”
Claire Conaghan, associate director and trendologist at Datassential, told NACS Magazine that LTOs offer consumers an affordable indulgence during challenging economic times.
“An LTO beverage can be a splurge. They’re fun and appeal to younger consumers. These consumers love to try new things,” she said.
Related: Starbucks and Walmart share their holiday coffee collectibles
