By 1985, Coca-Cola had been losing market share to diet soft drinks and non-cola beverages for many years. Blind taste tests indicated that consumers seemed to prefer the sweeter taste of rival Pepsi-Cola, and so the Coca-Cola recipe was reformulated. However, the American public's reaction to the change was negative, and "New Coke" was considered a major failure. The company reintroduced Coke's original formula within three months, rebranded "Coca-Cola Classic", resulting in a significant sales boost. This led to speculation New Coke formula had been a marketing ploy to stimulate sales of original Coca-Cola, which the company has denied.