In 2006, The Coca-Cola Co launched Coca-Cola Blak, a cola/coffee fusion drink that hoped to take the soft drinks market by storm. Blak first rolled out in France, went to Canada before eventually hitting the buffers in the US - it was discontinued two years after its introduction. At the time, a just-drinks columnist marked Blak's passing with the insight that "coffee colas were always going to be a niche market".