In an attempt to snag a piece of the purity pie, Pepsi launched Crystal. Its new cola was clear, caffeine-free and a total failure. It was hard for consumers to think of cola as a clear liquid. Which was not helped by the fact that Crystal didn’t taste like cola at all. In fact, no one really knew what it tasted like – just that it was not good. Two years later, the product was pulled from the shelves. But Pepsi didn’t give up completely on its quest for purity.