Every customer has once experienced the shock of suddenly discovering that one of their favorite Pepsi products has been discontinued. In most circumstances, a company makes an attempt to announce that it is discontinuing specific brands, flavors, or items.

However, there are many cases where this does not happen, and a majority of consumers experience a multi-stage mourning cycle.

Imagine going to your nearest store and an item you usually purchase is missing. You might first assume that it’s out of stock and you might get your hands on it the next time you go shopping. But it hits you when you visit a different store, and it gets scary. You might still give the benefit of doubt and think it’s just a supply chain problem or maybe it’s not available only in your area.

And, then at some point you finally realize that the item is off the market. The company discontinued it and was not even decent enough to tell you the product was going away.

Even though it seems a bit unprofessional, this is a relatively common procedure in the soda industry. Coca-Cola (KO) addresses major changes on occasion. In other circumstances, when a single soda or a few similar flavors are discontinued, no announcement is made.