The secret ingredient in Coke isn't known even to its creator. Supposedly the guy who invented Coke made a deal with a demon-possessed guy — the demon puts in a final ingredient, one that will be in all Cokes ever made until the End Times, and the guy's product will outlast his own life. They're making so many new kinds of Coke because the secret ingredient, whatever it is, isn't showing up anymore. They're trying to mask the taste.
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This quote was added November 29, 2007.