Coca-Cola identifies ‘portion control’ among reasons for downsizing of 450ml bottle

Coca-Cola has ditched its 450ml bottles after claiming consumers have reacted positively to the relaunch of a 390ml product, with “portion control” among the reasons for the change.

The new size was trialled earlier this year and has now been expanded across its product range, and marketing will be stepped up with 150,000 point of sale items rolled out across the country.

The 390ml bottle will be marketed as a ‘grab and go’ option while the larger 600ml size will be positioned for those with an ‘extra thirst’, and the smaller 200ml and 250ml packaging will be branded a ‘quick treat’.