Coca-Cola might introduce a new coffee-flavored cola, to be called Blak, says Morgan Stanley analyst, Bill Pecoriello in a research note. “We think the timing may be better today for launching more coffee-based drinks, but it remains critically important to get the taste and marketing strategy right,” suggests Pecoriello. He believes this kind of drink is “underdeveloped” in the U.S. beverage industry. A Wall Street beverage analyst suggested Coca-Cola’s new drink possibility is in response to evolving consumer tastes, as reported by Reuters.

Past carbonated coffee drinks have flopped—think Mazagran, developed through a joint venture between PepsiCo and Starbucks, and Pepsi Kona in the 1990s. PepsiCo wasn’t the only one trying out the new drink combination. In the latter half of that decade, Coca-Cola bought bottled coffee brand Planet Java which floundered shortly thereafter.

Coca-Cola executives neither confirmed nor denied the possibility of the new coffee drink. “We’re always developing and testing a wide range of beverage innovations,” says Kelly Brooks, a company spokesman.